Faced with increasing competition in the marketplace and rapidly changing customer demands and expectations, firms are trying to create and deliver better value for their customers in the form of ‘customer experience’.
However, these efforts have been limited to either providing entertainment or being engagingly creative, which is not a complete picture of what the customers expect or appreciate. Hence, it is not surprising to see marketers being disappointed with the lack of response from their customers in the absence of well-conceived, comprehensive strategies to create, manage and leverage superior customer experiences.
Marketers need to begin with a clear understanding of their customers’ expectations, perceptions about the firm’s offerings and their evaluations of the same. Next, they need to incorporate to design their products, services and processes to match or exceed the expectations of their customers and to manage the experience of their customers at every level. Finally, every employee of the firm and all the other stakeholders such as agents, distributors, franchisees and those involved in the value chain, should be aware, involved and fully engaged in the process of managing customer experience.
Researchers within this area address the above issues by leveraging their collective research experience and work closely with private, public and third sector organisations to help solve problems and identify opportunities related to their customer experience.
The Customer Experience Research Group (CERG) in the School of Marketing seeks both internal and external funding for its research from government and non-government sources. The Group also recruits and trains Higher Degree by Research (HDR) and Honours students, and aims to publish its research in top-tier international journals.