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The “Building Blocks” of Customer Experience: Getting It Right – in Context

Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute

Delivering integrated, real-time, and relevant customer experiences in context is a daunting challenge for any organization. Kay Lemon will present a managerial approach that conceptualizes the “building blocks” of customer experience: its fundamental qualities, the stages in which it unfolds, and the contexts (individual, social, environmental, and market) in which it is embedded. Based on the idea of “contextual marketing actions,” she will describe how firms can move toward more creative, systematic, and disciplined customer experience management and will identify the activities necessary to uncover new opportunities to enhance customer experience.

Related Conference:

Spring 2017 Board of Trustees Meeting: Customer Experience Beyond the Hype

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