Centro de Documentacion de Fundación MAPFRE - The Experience-Based Differentiation self-test

MAP20089003846

The Experience-Based Differentiation self-test / Bruce D. Temkin with Steven Geller. — Cambridge : Forrester Research, Inc., 2007

6 p. : graf . — (Trends)

Sumario: Forrester introduced the concept of Experience-Based Differentiation (EBD), which builds on three principles: obsess about customer needs, not product features; reinforce brands with every interaction, not just communications; and treat customer experience as a competence, not a function. To gauge how far along firms are in their journey towards EBD, we developed a self-test for each of these principles. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and make plans to improve the scores over time

1. Marketing . 2. Satisfacción del cliente . 3. Fidelización de clientes . 4. Servicio al cliente . 5. Estrategia empresarial . I. Geller, Steven . II. Forrester . III. Trends . IV. Título.