Thinking Deeper about Customer Experience
Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Olson, J. and Zaltman, G. 2010. Thinking Deeper about Customer Experience. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
We describe three ways that customer experience has been conceptualized and measured. “True experience” is a customer's personal interpretation of “what happened.” Because significant aspects of customers' interpretations are unconscious, they cannot be revealed by traditional measures. The Zaltman Metaphor Elicitation Technique (ZMET) is capable of uncovering the unconscious interpretations of customers. We provide a brief example of the deeper and rich understanding of customer experience that a ZMET analysis can provide.