The Customer: A Guide for Professional Marketers
The customer has always been at the heart of marketing. Knowledge and understanding of customer behaviour and changing needs and wants provides the essential basis of a market orientation. Today marketers not only need to consider how best to meet their customers’ requirements, but understand their expectations and provide consistent customer experience. This Guide looks at different types of customers and organisational contexts; it considers how to identify customer expectations and the importance of customer satisfaction and loyalty; and assesses the importance and role of brands and consumer behaviour theory in relation to expectations. It unpacks the different dimensions of customer experience, looks at customer experience design and frameworks, and activities that enhance the customer experience. Finally, it looks at how to measure and monitor customer experience including relevant measures, metrics and research and how to use that information to improve the experience in the future.
About the Author
Kiran Kapur has worked predominantly in Financial Services with expertise in customer relationship marketing and customer communications and has worked as a consultant project manager for many major companies in this sector. She is also a CIM examiner and has taught a wide variety of courses at Cambridge Marketing College, where she is a Fellow and Distance Learning & Overseas Course Director. She is the author of Assessing the Marketing Environment and Law for Marketers and has undertaken research at Kings College, London, into distance education theories. Kiran also presents “The Marketing Review” on Star Radio.