Market Probe Headlines

New Book by Morris Wilburn Published

Managing the Customer Experience, A Measurement-Based Approach, by Market Probe Associate Research Director Morris Wilburn, was published recently by ASQ Press. The book addresses the shortcomings of customer loyalty research programs conducted by some companies that fail to include important drivers of loyalty or lose effectiveness because of the form in which the results are reported.

Morris addresses the interrelationship between brand image, customer emotions evoked by contact with service employees, and the shopping environment. He then identifies what information is necessary for managing the customer experience and describes how it can be obtained.

As Associate Research Director, Morris consults in research design and analysis and performs advanced analysis for Market Probe research projects. He is co-author of Linking Customer and Employee Satisfaction to the Bottom Line. Both of these books can be purchased from ASQ's Quality Press Web site at:

qualitypress.asq.org/