Chapter 7. The Discipline of Assessing Experience
A growing number of organizations—from Disney and Krispy Kreme to the likes of Harley-Davidson, Mayo Clinic, Target, and Kohl's Department Stores—have recognized how powerfully the customer's total experience can contribute to their competitive advantage. The discipline of assessing, the first of six distinct disciplines in the practice of experience management, focuses on identifying a link between your organization's internal resources and the experiential expectations of your customers.
Avis Rent A Car quickly learned about the reality of customer perceptions and their connection to customer loyalty. Ronald Masini, its former Vice President of Product Development, says it turned out that how ...
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