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'Designing the Customer's Experience' Builds Strong and Lasting Bonds

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******************************** 'Designing the Customer's Experience' Builds Strong and Lasting Bonds http://knowledge.wpcarey.asu.edu/index.cfm?fa=viewfeature&id=1201 It is no longer enough for businesses to provide customers with what they need. The savviest are offering "experience-centric service." By continually focusing on and refining the shopping or service experience, companies build a dollar-producing bond with customers that goes beyond mere product satisfaction to actual anticipation, according to Aleda Roth, a supply chain management professor at the W. P. Carey School of Business. Roth proposes that the same experience-centric approach that brings customers back again can also succeed in expanding their consumption and satisfaction, and ultimately, the company's revenue. "I'm interested in how a company can actually design their customers' experience, and in doing so, make a huge difference in profitability," Roth says.