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Focusing on the strategic principles of customer experience, this book integrates insights from behavioral economics and social psychology. It explores customer interactions through three lenses: actions, thoughts and feelings, and motivations. A customer experience map serves as a key framework, outlining the journey from need activation to loyalty. This map aids in understanding customer stages and informs managerial decisions. Additionally, the customer experience canvas offers practical guidance for managers to enhance impactful customer experiences.
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Customer Science, Alexander Chernev
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- Année de publication
- 2022
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