Isenberg's Dr. Melissa Baker on Building a Customer Experience Strategy

In a webinar, Building a Customer Excellence Strategy: The Essentials, hosted by Ivy Exec, Dr. Melissa Baker from the Isenberg School of Management at the University of Massachusetts Amherst discusses the importance of managing the customer experience journey both in person and online, and current strategies for firms to improve the customer experience.

Every interaction with a customer represents a “moment of truth” that either strengthens or harms the customer’s perception of your brand and firm, Dr Baker says. Customers now interact with firms through a myriad of touchpoints, multiple channels, and experiences are more social in nature.

To that end, customer experience management is one of the most important strategic priorities for firms as it affects customer satisfaction, loyalty, and company performance.

About the presenter: Dr. Baker is an Associate Professor in the Department of Hospitality & Tourism Management at the Isenberg School of Management and teaches in the Online MBA program. Her research focuses include service failure and recovery, appearance and impression formation, and customer experience management.