In today’s economy, where the services industry is so important, consumer sensitivity MUST be a major concern for business managers operating in a B2C business context. Several authors assert that the North American economy has moved beyond the service economy towards an experience based economy. Although everyone recognizes the importance of measuring the customer experience, many still confuse the vastly different concepts of service quality, customer satisfaction and customer experience. Consequently, several companies barely or poorly measure the customer experience deemed so important.

Here are the latest developments in this science that benefits to managers who can master it.