Customer Experience Management in Retailing: An Organizing Framework |
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Authors: | Dhruv Grewal Michael Levy V Kumar |
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Institution: | a 213 Malloy Hall, Babson College, Babson Park, MA 02457, United States b Retail Supply Chain Institute, Babson College, Babson Park, MA, United States c J. Mack Robinson School of Business, Georgia State University, Atlanta, GA 30303, United States |
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Abstract: | Survival in today's economic climate and competitive retail environment requires more than just low prices and innovative products. To compete effectively, businesses must focus on the customer's shopping experience. To manage a customer's experience, retailers should understand what “customer experience” actually means. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. Customer experience management represents a business strategy designed to manage the customer experience. It represents a strategy that results in a win-win value exchange between the retailer and its customers. This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviors. Several ways (e.g., promotion, price, merchandise, supply chain and location) to deliver a superior customer experience are identified which should result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits. |
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Keywords: | Retailing Customer experience Retailer Supply Chain Macro factors Location Marketing metrics |
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