Re-examining the Customer Experience
The customer experience (CX) landscape is rapidly changing and with increasing customer expectations it is vital to be proactive rather than reactive. This session will examine the changing loyalty landscape and question some embedded assumptions about loyalty. In addition, with the increasing emphasis on understanding customer emotions, we will consider the best way to think about customer emotions and measuring them.
Arguably CX is core to competitive advantage and as such many industries and organisations are placing increased emphasis on CX. Whether in a B2C or B2B context, if you have a customer focus, then this presentation is relevant. This session is designed to challenge embedded assumptions within CX about loyalty, emotions and measurement.
Dr. Laura Chamberlain is a Lecturer in the Customer Experience and Consumer Behaviour at Aston University Business School. Laura is particularly interested in researching the importance of consumer emotions, trust, loyalty and how to influence customer’s behaviour. Laura also researches consumer neuroscience, using neuroscientific techniques to further our understanding of consumers. The customer experience landscape is rapidly changing and Laura’s research intends to develop scientific insights to assist Customer Experience professionals.