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Customer Experience

Study Resources

Certificate in Professional Marketing

Elective Module: Customer Experience

Through the CIM website you have free access to a large range of journals and reports.

This document signposts articles, journals, web pages and a range of other material that is relevant to this module. We have divided it into the different learning outcomes to help you on your learning journey.

Unit 1: Customer context

Learning outcome 1: Understand the range of different contexts across which marketers operate

Learning outcome 2: Understand the importance of customer expectations

Unit 2: Customer experience

Learning outcome 3: Understand the different dimensions of customer experience

Learning outcome 4: Deliver activities that enhance customer experience

Unit 3: Measuring and monitoring

Learning outcome 5: Know how to monitor and measure customer experience in context

Learning outcome 6: Use metrics to improve future customer experience

The links were all checked as of August 2015. If any are broken please e-mail the details to library@cim.co.uk for resolution or alternatives. These resources are designed to be updated on a regular basis; there is a version number in the footer.

Our electronic resources for members has more information on accessing the services, alternatively please contact library@cim.co.uk or telephone +44 (0)1628 427333.

| CIM V3.3 © CIM 2016

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Customer Experience

Study Resources

Unit 1: Customer context

Learning outcome 1: Understand the range of different contexts across which marketers operate

As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The

publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]

Gibbons, P. (2014) Drive CX initiatives with journey mapping. CRM Magazine, February, Vol18(2), p37. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94877176&site=ehost-live The significance of journey mapping in customer experience (CX) management. Rawson, A., Duncan, E. and Jones, C. (2013) The truth about customer experience. Harvard Business Review, September, Vol91(9), pp90-98. Ebsco www.cim.co.uk/elibrary

Keefe, L.M. (2008) Marketing defined. Marketing News, Vol42(1), pp28-29. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28804153&site=ehost-live

Chew, C. and Vinestock, C. (2012) The public service offering and its influence on marketing priorities in local government organisations. Public Management Review. May, Vol14(4), pp473-497. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=75063564&site=ehost-live Marketing can be seen as the route to achieve income and satisfaction targets in local government. This article also recognises that the role of marketing varies between discretionary and non-discretionary (essential) services. Steenkamp, J-B.E.M. and de Jong, M.G. (2010) A global investigation into the constellation of consumer attitudes

toward global and local products. Journal of Marketing, November, Vol74(6), pp18-40. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=54089059&site=ehost-live

Consumer attitudes towards global and local products

Marta, J., Singhapakdi, A. and Kraft, K. (2008) Personal characteristics underlying ethical decisions in marketing situations: a survey of small business managers. Journal of Small Business Management, October, Vol46(4),

pp589–606. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=34375869&site=ehost-live Marketing ethics in small businesses explored. An interesting article that suggests that the female manager is

more likely to give weight to ethical considerations.

Vrontis, D., Thrassou, A. and Lamprianou, I. (2009) International marketing adaptation versus standardisation of multinational companies. International Marketing Review, Vol26(4/5), pp.477-500. Emerald

http://dx.doi.org/10.1108/02651330910971995 Attitudes to standardisation and adaptation in multi-national companies; an overview of the main factors that influence marketing tactics.

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Customer Experience

Study Resources

OTHER ARTICLES

Articles from other journals that should be generally available.

Richardson, A. (2010) Using customer journey maps to improve customer experience. Harvard Business Review HBR Blog Network, November

http://blogs.hbr.org/2010/11/using-customer-journey-maps-to/ The concept of the customer journey is discussed and illustrated, highlighting barriers motivations and activities through the journey and its relationship with the conventional sales funnel. Mortimer, R. (2012) 2012: the year in marketing ethics. Marketing Week, 12 December.

http://www.marketingweek.co.uk/news/2012-the-year-in-marketing-ethics/4005139.article The year in marketing ethics; from tax avoidance to gambling. Marketing week brings together examples from many sectors.

Pulido, A., Stone, D. and Strevel, J. (2014) The three Cs of customer satisfaction: consistency, consistency, consistency. McKinsey & Co. http://www.mckinsey.com/insights/consumer_and_retail/the_three_cs_of_customer_satisfaction_consistency_con

sistency_consistency

MARKETING EXPERT

(You will be prompted to log in)

Not-for-profit/charity marketing planning

http://www.cimmarketingexpert.co.uk/page/1014/not-for-profit-charity-marketing-planning

B2B, FMCG, Charity, SME and Services marketing plans

http://www.cimmarketingexpert.co.uk/page/1011/b2b-fmcg-charity-sme-and-services-marketing-plans

What is a stakeholder? http://www.cimmarketingexpert.co.uk/page/522/what-is-a-stakeholder-

Types of cross-border organisation

http://www.cimmarketingexpert.co.uk/page/2738/types-of-cross-border-organisation

Different types of business market

http://www.cimmarketingexpert.co.uk/page/4500/the-different-types-of-business-market

B2B and B2C – understanding the differences http://www.cimmarketingexpert.co.uk/page/3250/b2b-and-b2c-understanding-the-differences

Not-for-profit objectives

http://www.cimmarketingexpert.co.uk/page/544/not-for-profit-objectives

The difference between a market orientation and a marketing orientation

http://www.cimmarketingexpert.co.uk/page/3057/the-difference-between-a-market-orientation-and-a-marketing-orientation-

The different types of multinational organisation

http://www.cimmarketingexpert.co.uk/page/4081/the-different-kinds-of-multinational-organisation

The consumer journey/customer journey

http://www.cimmarketingexpert.co.uk/page/3426/the-consumer-journey-customer-journey-buyer-s-journey

Retain your customers http://www.cimmarketingexpert.co.uk/page/3470/retain-your-customers-

Briefing Note – The customer relationship cycle

http://www.cimmarketingexpert.co.uk/page/5713/the-customer-relationship-cycle

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Customer Experience

Study Resources

Methods of communicating insight/presenting findings

http://www.cimmarketingexpert.co.uk/page/3410/methods-of-communicating-insight-presenting-findings

Customer expectations http://www.cimmarketingexpert.co.uk/page/2653/customer-expectation-online

Customers’ quality perception

http://www.cimmarketingexpert.co.uk/page/4567/customers-quality-perception

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

CRM Magazine – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=T5D&site=ehost-live

Sales & Service Excellence – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=01L&site=ehost-live

Journal of Consumer Behaviour – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=J83&site=ehost-live Journal of Consumer Marketing – Emerald – RSS http://www.emeraldinsight.com/rss/0736-3761.xml

OTHER ITEMS

This item is within an e-book available in MyiLibrary which is accessible from www.cim.co.uk/elibrary.

Part three: Chapter 8, Legal structures. In: Worthington, I. and Britton, C. (2006) The business environment. Harlow, FT Prentice Hall. This chapter discusses the legal structure of UK business organisations in the private and public sectors and a comparison to Europe.

BIS (2011) A guide to legal forms for business. Department for Business, Innovation & Skills.

https://www.gov.uk/government/publications/legal-forms-for-business-a-guide Different countries will have differing legal forms. This guide for business explains the legal forms in the UK from sole trader to PLC.

Setting up a business in the UK https://www.gov.uk/set-up-business-uk/overview

Choose a legal structure for a new business

https://www.gov.uk/business-legal-structures

More info on doing business in Great Britain is available on the Business is Great website

http://www.greatbusiness.gov.uk/

WEBINAR

Managing change to transform customer experience

http://www.cimmarketingexpert.co.uk/practicalinsights

CIM PAPERS

CIM (2009) Marketing and the 7Ps: a brief summary of marketing and how it works. 10 Minute Guides, 10 pages. http://www.cim.co.uk/files/7ps.pdf

CIM (2009) Customer service programme. 10 Minute Guides, 7 pages.

http://www.cim.co.uk/files/customerservice.pdf

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Customer Experience

Study Resources

CIM (2007) Tomorrow’s word: re-evaluating the role of marketing. Shape the agenda, Number 12, 33 pages.

http://www.cim.co.uk/files/tomorrowsword.pdf

Executive Summary

What’s the role of marketing? It seems an obvious question, but choosing one answer is elusive and likely to be incomplete. As the profession has become more diverse, the balance of power has shifted in favour of the

customer, who now has more control of the relationship than ever before thanks to technology. As the role of the

customer has altered, so too the role of marketing needs to change in response.

Marketing has become more sophisticated – and yet its status with the customer and the rest of business has never been lower. Complicating this is an increasing divide between the thoughts of academics and the

experiences of practitioners. To address this, The Chartered Institute of Marketing wants to open up the debate about what the role of marketing should be, and how it can move forward as a profession.

One proposal is to sub-divide marketing into specialisms. This would enable marketers to become experts in their field, rather than being expected to be all-rounders and then criticised for not understanding a particular part of

the business. We also want to reconsider The Chartered Institute of Marketing’s definition of marketing. The

current definition – ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably’ – is 30 years old and we propose that it is no longer fit for purpose. Tomorrow’s Word offers a new definition that places value from customer-centricity at the heart of marketing, whilst acknowledging the increasing relevance of marketing for not for- profit and public sector organisations.

CIM (2011) Marketing and sales fusion. White Paper, 25 pages.

http://www.cim.co.uk/files/msfusion.pdf

Summary

Sales and marketing belong together. Organisations that create closer links between them post better results,

have more effective inter-departmental relationships and create positive culture change. The challenges to this vision are significant, marketing as a discipline has its roots in sales but over time the two have become separated

and sometimes estranged. Our white paper on marketing and sales fusion addresses questions of ownership, the practicalities of how sales and marketing departments can operate together, and offers best practice examples

from companies working successfully to integrate the two disciplines.

CIM/Accenture (2009) In search of a strategic role for marketing: leading, influencing or supporting. Cookham,

The Chartered Institute of Marketing. 72 Pages.

Summary

Marketing organisation design is by no means a simple subject. Nor is there a ‘silver bullet’ one could unearth or stake a claim upon. Reviews of marketing structure, leadership and community management bring with them

uncertainty, challenges and complications. They are, however, frequent – over two thirds of participants in this

study alone, had reorganised within the last 24 months. http://www.cim.co.uk/files/thefilestore/R0154408.pdf

CIM (2010) Don’t stop me now: marketing in central government. White paper. http://www.cim.co.uk/Files/dontstopmenow.pdf

This white paper discussed the macro environmental challenges facing the UK government and the marketing response. How marketing can change perceptions and change behaviour for the public good.

CIM (2008) The real NHS: the benefits of a marketing approach. White paper. http://www.cim.co.uk/Files/therealnhs.pdf

Summary

By focusing on patient needs, marketing can help change the orientation of the NHS away from a process or

operations approach, to one that places patients at the centre of its activities. Some NHS staff may perceive marketing as just 'spin' or advertising, but it can play a far more strategic role within the NHS and help deliver real benefits for both patients and staff.

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Customer Experience

Study Resources

Unit 1: Customer context

Learning outcome 2: Understand the importance of customer expectations

As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The

publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]

Hatch, M.J. and Schultz, M. (2010) Towards a theory of brand co-creation with implications for brand governance.

Journal of Brand Management, Vol17(8), pp590-604. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=53000022&site=ehost-live

Co-creation, the technology-driven ability for consumers to influence product development, could result in a culture where ‘brands may allow society to regain control over massive international corporations lost during the recent period of globalization’ Crosby, L.A. and Lunde, B. (2008) When loyalty strategies fail. Marketing Management, Sep/Oct, Vol17(5), pp12-

13. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35805367&site=ehost-live

Meeker, B., Parikh, D. and Jhaveri, M. (2009) The complexity conundrum. Marketing management, Jan/Feb,

Vol18(1), pp54-59. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=36188518&site=ehost-live

Lax, H.L. (2012) The experience-loyalty-value connection. Marketing News, 21 October, Vol46(13), pp24-27. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=82173723&site=ehost-live

Brooks, I. (2014) Can you afford to do today what you did yesterday? NZ Business, May, Vol28(4), p58. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95764017&site=ehost-live

Anon (2014) Winning the hearts and minds of customers: the anatomy of a successful multichannel contact

center. CRM Magazine, March, Vol18(3), pWP24. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94779687&site=ehost-live

Groene, L. (2013) Service attitudes. Sales & Service Excellence, Oct, Vol13(10), p15-16. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93436690&site=ehost-live

Parasuraman, A., Zeithaml, V.A. and Berry,L.L (1985) A conceptual model of service quality and its Implications

for future research. Journal of Marketing, Vol49(4), pp.41-50. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=5001773&site=ehost-live

The original article introducing the Servqual model of service quality. Ekinci, Y., Uray, N. Ülengin, F. (2014) A customer lifetime value model for the banking industry: a guide to

marketing actions. European Journal of Marketing, Vol48(3/4), pp761–784. Emerald http://dx.doi.org/10.1108/EJM-12-2011-0714

Perceptions of risk in financial products have change the factors influencing customer life time value.

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Customer Experience

Study Resources

Melo, T. and Galan, J.I. (2011) Effects of corporate social responsibility on brand value. Journal of Brand Management, Vol18(6), pp.423–437. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=59600585&site=ehost-live

Corporate Social Responsibility (CSR) as a veiled creator of brand values for a number of global brands and how this can contribute to corporate performance Fugate, D.L. (2007) Neuromarketing: a layman's look at neuroscience and its potential application to marketing

practice. Journal of Consumer Marketing, Vol24(7), pp385–394. Emerald

http://dx.doi.org/10.1108/07363760710834807 An introduction to neuromarketing; the use of technology to measure the brain’s response to marketing. It will tell the marketer what the consumer’ neurological response is to products, packing and messages.

Penz, E. and Stöttinger, B. (2008) Original brands and counterfeit brands—do they have anything in common? Journal of Consumer Behaviour, Vol7(2), pp146–163) Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=32046027&site=ehost-live Counterfeit brands pose a real threat to the marketing of original brands. How consumers form ‘mental maps’ of their purchase decision and recognise the comparative values as the buy. Walsh, G., Evanschitzky, H. andWunderlich, M. (2008) Identification and analysis of moderator variables:

investigating the customer satisfaction-loyalty link. European Journal of Marketing, Vol42(9/10), pp977–1004. Emerald

http://dx.doi.org/10.1108/03090560810891109 Investigating the customer service / loyalty link. The article analyses the effect of loyalty cards, critical incidents, customer age, gender, income, expertise on loyalty.

Maehle, N., Otnes, C. and Supphellen, M. (2011) Consumers' perceptions of the dimensions of brand personality.

Journal of Consumer Behaviour, Vol10(5), pp290–303. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=65926080&site=ehost-live

An investigation of perceptions of brand personalities as measured by their sincerity, excitement, competence, sophistication and ruggedness. Jasmand, C., Blazevic, V. and de Ruyter, K. (2012) Generating sales while providing service: a study of customer

service representatives' ambidextrous behavior. Journal of Marketing, January, Vol76(1), pp.20-37. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=69539394&site=ehost-live

The growth of calls centres presents particular challenges for customer service. The concept of the ambidextrous employee, one that focuses on sales but exhibits customer empathy, is explored

Doster, L. (2013) Millennial teens design and redesign themselves in online social networks. Journal of Consumer Behaviour, Vol12(4), pp267–279.Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=89241753&site=ehost-live Online social networks are a key tool through which millennial teens shape their own self image. Marketers need to understand this behaviour and develop branding and communication strategies to meet their expectations.

MARKETING EXPERT

(You will be prompted to log in)

Customer satisfaction http://www.cimmarketingexpert.co.uk/page/1307/customer-satisfaction

Customer satisfaction

http://www.cimmarketingexpert.co.uk/page/1035/customer-satisfaction

Customer expectations

http://www.cimmarketingexpert.co.uk/page/2653/customer-expectation-online Customers’ quality perception http://www.cimmarketingexpert.co.uk/page/4567/customers-quality-perception

Service-dominant logic

http://www.cimmarketingexpert.co.uk/page/2679/service-dominant-logic

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Customer Experience

Study Resources

Customer motivation/needs/requirements

http://www.cimmarketingexpert.co.uk/page/302/customer-motivation-needs-requirements

Retention/Loyalty http://www.cimmarketingexpert.co.uk/diagram/87/customer-retention

Customer satisfaction/churn rate – as a marketing metric

http://www.cimmarketingexpert.co.uk/page/4468/churn-rate-as-a-marketing-metric

Building customer loyalty/retention

http://www.cimmarketingexpert.co.uk/page/1308/customer-loyalty-scheme

Satisfying your customers’ requirements of your brand http://www.cimmarketingexpert.co.uk/page/515/satisfying-your-customers-requirements-of-your-brand-

Brand loyalty

http://www.cimmarketingexpert.co.uk/page/1933/brand-loyalty

Principles of branding

http://www.cimmarketingexpert.co.uk/page/2774/principles-of-branding

Brand development (visual map) http://www.cimmarketingexpert.co.uk/diagram/54/brand-development

What is a brand promise?

http://www.cimmarketingexpert.co.uk/page/3103/what-is-a-brand-promise-

Establishing a brand promise

http://www.cimmarketingexpert.co.uk/page/3565/establishing-a-brand-promise-

How to create a brand promise http://www.cimmarketingexpert.co.uk/page/470/how-to-create-your-brand-promise

Your brand promise

http://www.cimmarketingexpert.co.uk/page/3825/your-brand-promise

Theory of cognitive dissonance

http://www.cimmarketingexpert.co.uk/page/4485/cognitive-dissonance-

Briefing note – an introduction to purchase decision making http://www.cimmarketingexpert.co.uk/page/5552/an-introduction-to-purchase-decision-making

Post-purchase evaluation

http://www.cimmarketingexpert.co.uk/page/2196/post-purchase-evaluation

Physiological tests

http://www.cimmarketingexpert.co.uk/page/3016/physiological-tests

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

CRM Magazine – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=T5D&site=ehost-live

Sales & Service Excellence – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=01L&site=ehost-live

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Customer Experience

Study Resources

Journal of Consumer Behaviour – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=J83&site=ehost-live

Journal of Consumer Marketing – Emerald – RSS http://www.emeraldinsight.com/rss/0736-3761.xml

WEBINAR

Managing change to transform customer experience

http://www.cimmarketingexpert.co.uk/practicalinsights

CIM PAPERS

CIM (2004) This is your life: real brands for real people. Shape the Agenda, 19 pages.

CIM (2009) Customer service programme. 10 Minute Guides, 7 pages.

http://www.cim.co.uk/files/customerservice.pdf

| CIM V3.3 © CIM 2016

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Customer Experience

Study Resources

Unit 2: Customer experience

Learning outcome 3: Understand the different dimensions of customer experience

As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The

publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]

Conlow, R. and Watsabaugh, D. (2014) Customer expectations. Sales & Service Excellence, February, Vol14(2),

p18. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94775184&site=ehost-live

Klie, L. (2014) The 8 traits of customer-relevant companies. CRM Magazine, January, Vol18(1), p6. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93401588&site=ehost-live

Simons, R. (2014) Choosing the right customer. Harvard Business Review, March, Vol92(3), pp48-55. Ebsco

www.cim.co.uk/elibrary

Bertini, M. and Gourville, J.T. (2012) Pricing to create shared value. Harvard Business Review, June, Vol90(6), pp96-104. Ebsco www.cim.co.uk/elibrary

Palmer, A. (2010) Customer experience management: a critical review of an emerging idea. Journal of Services Marketing, Vol24(3), pp196–208. Emerald

http://dx.doi.org/10.1108/08876041011040604 Exploring the links between service quality and brands, this paper suggests that the interpersonal nature of the customer experience makes qualitative approaches to measurement more appropriate.

Rose, S., Hair, N. and Clark, M. (2011) Online customer experience: a review of the business-to-consumer online purchase context. International Journal of Management Reviews, Vol13(1), pp24–39. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=57480795&site=ehost-live Today’s customer may never experience human interaction and so the online customer experience can drive success. This paper reviews research on the subject area and adds to the understanding of the online customer experience.

Witell,L., Kristensson, P., Gustafsson, A. and Löfgren, M (2011) Idea generation: customer co-creation versus traditional market research techniques. Journal of Service Management, Vol22(2), pp140–159. Emerald

http:dx.doi.org/10.1108/09564231111124190 Co-creation brings customer into the heart of the organisation. This paper suggests that co-creation can impact on profits more positively that more traditional research-led development.

Brüggen, E.C., Foubert,B. and Gremler, D.D. (2011) Extreme makeover: short- and long-term effects of a

remodeled servicescape. Journal of Marketing, September, Vol75(5), pp71-87. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=64342088&site=ehost-live

Management of the physical environment, the servicescape, can create value for the customer and the business. This article investigates the impacts of remodelling a fast food restaurant. Balakrishnan, M.S. (2009) Strategic branding of destinations: a framework. European Journal of Marketing,

Vol43(5/6), pp611–629. Emerald

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Customer Experience

Study Resources

http://dx.doi.org/10.1108/03090560910946954

The importance of the customer experience, across the many customer touch points, in the management of brand perceptions in tourist destinations. Mitchell, A. (2006) Climbing up the rungs of the ‘ladder of loyalty’ – why bother? Marketing Week. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=23417316&site=ehost-live An interesting critique on the ladder of loyalty which the author describes as the ‘dumbest marketing theory ever’.

OTHER ARTICLES

Articles from other journals that should be generally available.

Beaujean, M. (2006) The ‘moment of truth’ in customer service. McKinsey Quarterly, February.

http://www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service McKinsey’s interpretation of the concept of Moments of Truth as a tool to manager customer retention. They focus on ‘EQ’ emotional intelligence, in terms of the emotional link between forms and their customers.

MARKETING EXPERT

(You will be prompted to log in)

Creating a great customer experience http://www.cimmarketingexpert.co.uk/page/4545/creating-a-great-customer-experience

Use customer insight to find customer ‘pain points’

http://www.cimmarketingexpert.co.uk/page/4702/use-customer-insight-to-find-customer-pain-points-

Customer satisfaction

http://www.cimmarketingexpert.co.uk/page/1307/customer-satisfaction

Customer loyalty http://www.cimmarketingexpert.co.uk/page/11/customer-loyalty

What is a touchpoint?

http://www.cimmarketingexpert.co.uk/page/728/what-is-a-touchpoint-

Understanding and then integrating the brand’s touchpoints

http://www.cimmarketingexpert.co.uk/page/3561/understand-integrate-the-brand-s-touchpoints-

Creating a great customer experience http://www.cimmarketingexpert.co.uk/page/4545/creating-a-great-customer-experience

What is a brand promise?

http://www.cimmarketingexpert.co.uk/page/3103/what-is-a-brand-promise-

Establishing a brand promise

http://www.cimmarketingexpert.co.uk/page/3565/establishing-a-brand-promise-

How to create a brand promise http://www.cimmarketingexpert.co.uk/page/470/how-to-create-your-brand-promise

Your brand promise

http://www.cimmarketingexpert.co.uk/page/3825/your-brand-promise

Relationship marketing and customer-related measures

http://www.cimmarketingexpert.co.uk/page/4131/relationship-marketing-and-customer-related-measures

Development of the relationship marketing concept http://www.cimmarketingexpert.co.uk/page/2562/development-of-the-relationship-marketing-concept

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Customer Experience

Study Resources

Customer relationship management (CRM)

http://www.cimmarketingexpert.co.uk/page/3378/customer-relationship-management-crm-

Loyalty http://www.cimmarketingexpert.co.uk/page/2572/loyalty

Retention/loyalty

http://www.cimmarketingexpert.co.uk/diagram/87/customer-retention

Issues in managing customer relations

http://www.cimmarketingexpert.co.uk/page/1332/issues-in-managing-customer-relations

How positive is your customers’ experience of your brand? http://www.cimmarketingexpert.co.uk/page/3569/how-positive-is-your-customers-experience-of-your-brand-

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

CRM Magazine – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=T5D&site=ehost-live

Sales & Service Excellence – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=01L&site=ehost-live

Journal of Consumer Behaviour – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=J83&site=ehost-live

Journal of Consumer Marketing – Emerald – RSS

http://www.emeraldinsight.com/rss/0736-3761.xml

Customer Experience e-zine http://www.customerexperiencemagazine.co.uk

OTHER ITEMS

This item is within an e-book available in MyiLibrary which is accessible from www.cim.co.uk/elibrary.

Anon (2009) Innovation, customers and your moment of truth. BPM. http://www.bpm.com/innovation-customers-and-your-moment-of-truth.html Moments of truth in the context of service settings, eg Virgin Mobile’s US launch and their service positioning.

WEBINAR

Managing change to transform customer experience

http://www.cimmarketingexpert.co.uk/practicalinsights

CIM PAPERS CIM (2009) Customer service programme. 10 Minute Guides, 7 pages.

http://www.cim.co.uk/files/customerservice.pdf

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Customer Experience

Study Resources

Unit 2: Customer experience

Learning outcome 4: Deliver activities that enhance customer experience

As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The

publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]

De Swann Arons, M. van den Driest, F. and Weed, K. (2014) The ultimate marketing machine. Harvard Business Review, Jul/Aug, Vol 92(7/8), pp54-63. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96695080&site=ehost-live

Feng, K. (2014) Act like you mean business. Chief Learning Officer, June, Vol13(6), p50. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96140023&site=ehost-live

Libin, R.F. (2014) Customer expectations. Sales & Service Excellence, Jan, Vol14(1), p19. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94759575&site=ehost-live

Ryan, M. (2013) Make sure employees deliver on your branding promise. Corporate Meetings & Incentives, Nov, Vol32(8), p12. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=92735738&site=ehost-live

Aydinli, A., Bertini, M. and Lambrecht, A. (2014) Price promotion for emotional impact. Journal of Marketing,

Vol78(4), pp80-96. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=97014844&site=ehost-live

An investigation in to the way the price promotions change the way that consumers make purchase decisions, discouraging deliberation. Evanschitzky, H. Sharma, A. and Prykop, C. (2012) The role of the sales employee in securing customer

satisfaction. European Journal of Marketing, Vol46(3/4), pp489–508. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=74143791&site=ehost-live

Sales people play a pivotal role in achieving customer satisfaction. This paper highlights the importance of salespeople’s attitudes, skills and characteristics in shaping customer satisfaction.

Kidwell, B. Hardesty, D.M., Murtha, B.R. and Sheng, S. (2011) Emotional intelligence in marketing exchanges. Journal of Marketing, January, Vol75(1), pp78-95. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=56476205&site=ehost-live Emotional intelligence (EQ) in marketing exchanges can improve satisfaction and performance. Sales professionals with higher EQ level generate more income and retain more customers.

Greenberg, P. (2010) The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing,

Vol25(6), pp410–419. Emerald http://dx.doi.org/10.1108/08858621011066008

CRM 2.0 brings the concepts and practice of CRM together with the customer interaction of the latest web technologies. Such interaction results in improved customer insight and the creation of mutual value.

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Customer Experience

Study Resources

MARKETING EXPERT

(You will be prompted to log in)

Creating a great customer brand experience http://www.cimmarketingexpert.co.uk/page/4529/creating-a-great-customer-brand-experience

What is brand experience

http://www.cimmarketingexpert.co.uk/page/1043/what-is-a-brand-experience-

Creating a great customer experience

http://www.cimmarketingexpert.co.uk/page/4545/creating-a-great-customer-experience

More on the benefits of branding http://www.cimmarketingexpert.co.uk/page/4540/more-on-the-benefits-of-branding

Delivering customer value through marketing

http://www.cimmarketingexpert.co.uk/page/1030/delivering-customer-value-through-marketing

Aligning your price, competitive position and value proposition

http://www.cimmarketingexpert.co.uk/page/1106/aligning-your-price-competitive-position-and-value-proposition-

Value and its creation http://www.cimmarketingexpert.co.uk/page/2678/value-and-its-creation

Price and customer value http://www.cimmarketingexpert.co.uk/page/2633/price-and-customer-value

What is value proposition

http://www.cimmarketingexpert.co.uk/page/3221/what-is-a-value-proposition-

Adding value in marketing http://www.cimmarketingexpert.co.uk/page/2632/adding-value-in-marketing

What is your customer value proposition? http://www.cimmarketingexpert.co.uk/page/4043/what-is-your-customer-value-proposition-

Adding value options and ideas

http://www.cimmarketingexpert.co.uk/page/4409/adding-value-options-and-ideas

Customer satisfaction http://www.cimmarketingexpert.co.uk/page/1307/customer-satisfaction

Principles of retention http://www.cimmarketingexpert.co.uk/page/2564/principles-of-retention

Retaining talented people

http://www.cimmarketingexpert.co.uk/page/4217/retaining-talented-people

Employee engagement http://www.cimmarketingexpert.co.uk/page/4591/employee-engagement

Marketing communication during the customer lifecycle http://www.cimmarketingexpert.co.uk/page/2586/marketing-communication-during-the-customer-lifecycle

Promotion/publicity (marketing communications) http://www.cimmarketingexpert.co.uk/page/971/promotion-publicity-marketing-communications-

| CIM V3.3 © CIM 2016

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Customer Experience

Study Resources

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Customer Experience e-zine http://www.customerexperiencemagazine.co.uk

CRM Magazine – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=T5D&site=ehost-live

Sales & Service Excellence – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=01L&site=ehost-live

Journal of Consumer Behaviour – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=J83&site=ehost-live

Journal of Consumer Marketing – Emerald – RSS

http://www.emeraldinsight.com/rss/0736-3761.xml

OTHER ITEMS

This item is within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary.

http://www.retailcustomerexperience.com/blogs/to-drive-store-traffic-give-shoppers-something-they-cant-get-online/

Retailers need to manage the customer experience in detail and recognise the behaviour of the modern ‘omni-channel’ shopper.

Fassnacht, M. (2004) Loyalty is about relationships, not transactions. The Wise Marketer. http://www.thewisemarketer.com/features/read.asp?id=41

Featuring examples such as Starbucks and Microsoft. The article proposed three key lessons to determine success.

WEBINAR

Managing change to transform customer experience

http://www.cimmarketingexpert.co.uk/practicalinsights

CIM PAPERS

CIM (2011) It’s not a phone: a future of mobile marketing. White Paper. Available at:

http://www.cim.co.uk/Research/Mobilemarketing.aspx

Mobile marketing is not a case of adding banners or intrusive ads but rather finding innovative, creative and customer-tailored ways to reach people. Opportunities presented by apps and the ubiquity of mobile phones give marketers new and different ways to get their messages across

CIM (2009) Customer service programme. 10 Minute Guides, 7 pages. http://www.cim.co.uk/files/customerservice.pdf

| CIM V3.3 © CIM 2016

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Customer Experience

Study Resources

Unit 3: Measuring and monitoring

Learning outcome 5: Know how to monitor and measure customer experience in context

As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The

publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]

Brown, L. (2014) You made a mistake…now I am a fan! American Salesman, August, Vol 59(8), pp22-26. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=97185023&site=ehost-live

Peters, K. (2011) Office Depot’s president on how “mystery shopping” helped spark a turnaround. Harvard Business Review, November, Vol89(11), pp47-50. Ebsco www.cim.co.uk/elibrary

Tombs, A.G.,Russell-Bennett, R. and Ashkanasy, N.M. (2014) Recognising emotional expressions of complaining customers: A cross-cultural study. European Journal of Marketing, Vol48(7/8) Emerald (Earlycite)

Ethnic differences in developed nations make it challenging to accurately read customer emotions. This study suggests that people working in direct contact with customers need to be skilled at interpreting emotions across cultures.

Reichheld, F. F. (2003) The one number you need to grow. Harvard Business Review, December, Vol81(12), pp46-54. Ebsco www.cim.co.uk/elibrary

How likely is it that you would recommend our company to a friend or colleague?’ This is the single question that Reichheld suggests define loyalty and growth potential; the Net Promoter Score.

Liyakasa, K. (2012) The loyalty promoters. CRM Magazine, August, pp21-22. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=79347683&site=ehost-live

Álvarez, L.S., Casielles, R.V. and Martín, A.M.D. (2010) Analysis of the role of complaint management in the

context of relationship marketing. Journal of Marketing Management, Vol27(1/2), pp143-164. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=57321117&site=ehost-live

Complaint management in the context of customer relationship management. The article concludes that ‘having a good complaint-handling system and trained and motivated staff who are fully committed to the firm's objectives are fundamental requisites for firms to be able to build a stable customer portfolio’. Madupalli, R.M. and Poddar, A. (2014) Problematic customers and customer service employee retaliation. Journal of Services Marketing, Vol28(3), pp244–255. Emerald. http://dx.doi.org/10.1108/JSM-02-2013-0040

The employee perspective…challenging customer behaviour can drain the enthusiasm of customer service employees and lead to emotional dissonance and exhaustion.

Harris, L. C. and Ogbonna, E. (2010) Hiding customer complaints: studying the motivations and forms of service employees' complaint concealment behaviours. British Journal of Management, Vol21(2),pp262–279. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=50385715&site=ehost-live Hiding complaints in UK retailers/supermarkets. How and why staff hide from complaints and the impact in can have on measurement.

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Customer Experience

Study Resources

Maklan, S. and Klaus, P. (2011) Customer experience: are we measuring the right things? International Journal of Market Research. Vol53(6), pp771-792. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=67272591&site=ehost-live

Measuring the right things in an age where the customer experience has moved on from traditional views of quality management. Aksoy, L.,Cooil, B., Groening, C., Keiningham, T.L. and Yalçın, A. (2008) The long-term stock market valuation of

customer satisfaction. Journal of Marketing, July, Vol72(4), pp105-122. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=32573173&site=ehost-live Customer satisfaction belongs in the suite of corporate performance measures. It is shown in this article to directly impact stock values.

Patino, A. Pitta, D.A. and Quinones, R. (2012) Social media's emerging importance in market research. Journal of Consumer Marketing, Vol29(3), pp233–237. Emerald

http://dx.doi.org/10.1108/07363761211221800 Market Research Online Communities (MROC) – the use of social media as a research tool; how market research can remain effective in the digital age. Ramirez, S.J. (2013) Other ways to guage customer satisfaction. ABA Bank Marketing, Sept, Vol45(7), pp16-25.

Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=90248808&site=ehost-live

MARKETING EXPERT

(You will be prompted to log in)

Customer retention/loyalty statistics

http://www.cimmarketingexpert.co.uk/page/4423/customer-retention-loyalty-statistics-

Measuring the fulfilment of brand promises http://www.cimmarketingexpert.co.uk/page/3007/measuring-the-fulfilment-of-brand-promises

Recommendation – a key influence on buying behaviour

http://www.cimmarketingexpert.co.uk/page/4422/recommendation-a-key-influence-on-buying-behaviour

Digital word-of-mouth communication

http://www.cimmarketingexpert.co.uk/page/2486/digital-word-of-mouth-communication

Effectiveness of the communication tools http://www.cimmarketingexpert.co.uk/page/1698/effectiveness-of-the-communication-tools

Consumer complaint handling

http://www.cimmarketingexpert.co.uk/page/3225/consumer-complaint-handling

Customer relations/complaint handling

http://www.cimmarketingexpert.co.uk/page/3236/customer-relations-complaint-handling

The difference between efficiency and effectiveness http://www.cimmarketingexpert.co.uk/page/447/the-difference-between-efficiency-and-effectiveness

Monitoring social media to gain valuable insight

http://www.cimmarketingexpert.co.uk/page/4710/monitoring-social-media-to-gain-valuable-insight

Set up a formal customer feedback loop or customer panel

http://www.cimmarketingexpert.co.uk/page/821/set-up-a-formal-customer-feedback-loop-or-customer-panel Insight from the analysis of internally sourced data http://www.cimmarketingexpert.co.uk/page/4715/insight-from-the-analysis-of-internally-sourced-data

How to measure the impact of your social media campaign

http://www.cimmarketingexpert.co.uk/page/737/measure-feedback-and-learn-from-your-social-media-analytics

| CIM V3.3 © CIM 2016

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Customer Experience

Study Resources

Focus groups

http://www.cimmarketingexpert.co.uk/page/612/focus-groups

What does your customer want? http://www.cimmarketingexpert.co.uk/page/4525/what-does-your-customer-want-

Internal information

http://www.cimmarketingexpert.co.uk/page/4461/internal-information

Innovation comes from a number of sources

http://www.cimmarketingexpert.co.uk/page/1028/innovation-comes-from-a-number-of-sources-

Customer expectation – online http://www.cimmarketingexpert.co.uk/page/2653/customer-expectation-online

General programmes

http://www.cimmarketingexpert.co.uk/page/811/general-programmes

The mystery shopper

http://www.cimmarketingexpert.co.uk/page/3349/the-mystery-shopper-

Mystery shopper/caller http://www.cimmarketingexpert.co.uk/page/3305/mystery-shopper-caller

Your sources of data

http://www.cimmarketingexpert.co.uk/page/1453/your-sources-of-data

Market research – data gathering/collection

http://www.cimmarketingexpert.co.uk/page/4429/market-research-data-gathering-collection

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Customer Experience e-zine http://www.customerexperiencemagazine.co.uk

CRM Magazine – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=T5D&site=ehost-live

Sales & Service Excellence – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=01L&site=ehost-live

Journal of Consumer Behaviour – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=J83&site=ehost-live

Journal of Consumer Marketing – Emerald – RSS

http://www.emeraldinsight.com/rss/0736-3761.xml

OTHER ITEMS

This book is available to members via the CIM Website within the MyiLibrary collection. To access, first go to the

CIM website and successfully log in. Then choose ‘Online, journals, books and reports’ from the ‘Resources’ menu

and MyiLibrary - you will need open for the link below to work.

Stone, M. (2004) Consumer insight: how to use data and market research to get closer to your customer. London, Kogan Page.

http://lib.myilibrary.com/ProductDetail.aspx?id=22243

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Customer Experience

Study Resources

Research Live

http://www.research-live.com/ Topical news from the world of market research, led by the Market Research Society; latest news, features and opinions.

http://www.geodemographics.org.uk/ A web resource for people and organisations interested in geodemographic data, produced by the Census and the Market Research Society. http://www.neighbourhood.statistics.gov.uk/dissemination/LeadHome.do?m=0&s=1404241136084&enc=1&nsjs=

true&nsck=false&nssvg=false&nswid=1600 Office for National Statistics website – this page link leads to the neighbourhood statistics search, wealth health and much more for local neighbourhoods in the UK

http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=883 10 Steps towards designing a questionnaire – primary research in practice. Website developed by a major UK market research agency.

WEBINAR

Managing change to transform customer experience http://www.cimmarketingexpert.co.uk/practicalinsights

CIM PAPERS

CIM (2009) Measure for measure: metrics and marketers in the NHS. White Paper. Available at:

http://www.cim.co.uk/files/measure4measure.pdf

How marketers in the NHS can ensure that they are delivering value for money and make the most of the precious resources they have. This white paper is in the setting of significant financial challenges and growing demand. CIM (2009) Customer service programme. 10 Minute Guides, 7 pages.

http://www.cim.co.uk/files/customerservice.pdf

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Customer Experience

Study Resources

Unit 3: Measuring and monitoring

Learning outcome 6: Use metrics to improve future customer experience

As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The

publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]

Williams, P. and Naumann, E. (2011) Customer satisfaction and business performance: a firm-level analysis.

Journal of Services Marketing, Vol25(1), pp20–32. Emerald http://dx.doi.org/10.1108/08876041111107032

A research paper that demonstrates the link between customer satisfaction and financial performance. This longitudinal research concludes that good satisfaction will consistently support customer retention, revenue and share price. Svendsen, M.F., Haugland, S.A., Grønhaug, K. and Hammervoll, T. (2011) Marketing strategy and customer

involvement in product development. European Journal of Marketing, Vol45(4), pp513–530. Emerald http://dx.doi.org/10.1108/03090561111111316

Developing strategies to involve customers in product development. Focusing on differentiation and competitiveness to build commitment. Coelho, P.S. and Henseler, J. (2012) Creating customer loyalty through service customization. European Journal of Marketing, Vol46(3/4), pp331–356.

http://doi.dx.org/10.1108/03090561211202503 Service customisation as a strategy to achieve customer satisfaction and loyalty. This paper develops a model of customer relationship outcomes.

Berger, J. and Schwartz, E.M. (2011) What drives immediate and ongoing word of mouth? Journal of Marketing Research, Vol48(5),pp869-880. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=65250097&site=ehost-live How word of mouth recommendations work over time and across a range of product types.

Myron, D. (2014) Why customer experience is a bad metric. CRM Magazine. April, Vol18(4), p2.Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95332158&site=ehost-live

McKay, L. (2009) Mistaken metrics. CRM Magazine, Oct, Vol13(10), pp30-35. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=44482199&site=ehost-live

Lamont, J. (2014) Creating a positive customer experience. KM World, Feb, Vol23(2), pp8-9. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94260890&site=ehost-live

Wilson, M. (2014) Show customer you care. Sales & Service Excellence, Feb, Vol14(2), p20. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94775186&site=ehost-live

Goodale, B. (2014) Measure twice, cut once. NZ Marketing Magazine, May/June, p71. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95894140&site=ehost-live

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Customer Experience

Study Resources

Lamont, J. (2012) Targeting KPIs for better business performance. KM World, September, Vol21(8), pp12-13.

Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=79553470&site=ehost-live

Green, C. H. (2010) Metrics: over measuring our way to management. BusinessWeek.com, 2 Feb, p6. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=47993813&site=ehost-live

MARKETING EXPERT

(You will be prompted to log in)

Measuring KPIs http://www.cimmarketingexpert.co.uk/page/3798/measuring-kpis

Key performance indicators or KPIs (in digital marketing)

http://www.cimmarketingexpert.co.uk/page/2142/key-performance-indicators-or-kpis-in-digital-marketing-

Converting data into information

http://www.cimmarketingexpert.co.uk/page/4183/converting-data-into-information

How positive is your customers’ experience of your brand? http://www.cimmarketingexpert.co.uk/page/3569/how-positive-is-your-customers-experience-of-your-brand-

Data and marketing performance

http://www.cimmarketingexpert.co.uk/page/4102/data-and-marketing-performance

Reach or the quality of the experience: which is your priority

http://www.cimmarketingexpert.co.uk/page/1564/reach-or-the-quality-of-the-experience-which-is-your-priority-

Call handling/telephone response management http://www.cimmarketingexpert.co.uk/page/3237/call-handling-telephone-response-management

Data analysis

http://www.cimmarketingexpert.co.uk/page/3456/data-analysis

Measuring and monitoring performance

http://www.cimmarketingexpert.co.uk/page/1315/measuring-and-monitoring-performance

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Customer Experience e-zine http://www.customerexperiencemagazine.co.uk

CRM Magazine – Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=T5D&site=ehost-live

Sales & Service Excellence – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=01L&site=ehost-live

Journal of Consumer Behaviour – Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=J83&site=ehost-live

Journal of Consumer Marketing – Emerald – RSS

http://www.emeraldinsight.com/rss/0736-3761.xml

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Customer Experience

Study Resources

OTHER ITEMS

These items are within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary.

http://management.about.com/cs/generalmanagement/a/keyperfindic.htm What are KPIs? Examples of good and bad and advice on ensuring that KPIs link to organisational objectives. http://www.scottishpower.co.uk/support-centre/service-and-standards/our-commitments/customer-service-

performance

Statistics published by utility company Scottish Power to demonstrate their customer service performance against measurable targets http://b12.40fingers.net/Portals/bureau12/bestanden/Stop%20delighting%20the%20customer.pdf

‘Stop trying to delight customers’ or how to meet customer needs by accepting that all they want is a quick solution to their problem.

WEBINAR

Managing change to transform customer experience

http://www.cimmarketingexpert.co.uk/practicalinsights

CIM PAPERS

CIM (2009) Customer service programme. 10 Minute Guides, 7 pages.

http://www.cim.co.uk/files/customerservice.pdf