a market economy characterized by commoditized products and
global competition, how do companies gain deep and lasting loyalty
from their customers?
key is in providing meaningful customer experiences.
in the tradition of Louis Cheskin, one of the founding fathers
of market research, the authors of Making Meaning
observe, define, and describe the meaningful customer experience.
By consciously evoking certain deeply valued meanings through
their products, services, and multidimensional customer experiences,
they argue, companies can create more value and achieve lasting
strategic advantages over their competitors.
New Riders Publishing