Multi-channel experience consistency: Evidence from Lexus
Authors: Stuart-Menteth, Hester1; Arbuthnot, Simon2; Wilson, Hugh3
Source: Interactive Marketing, Volume 6, Number 4, 1 April 2005 , pp. 317-325(9)
Publisher: Palgrave Macmillan
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Abstract:
Whether as business or consumer marketers, we reach customers today using multiple methods — face to face, on the telephone, via the internet, through intermediaries, with mass media. It is often said that the customer experience should be consistent across this increasingly diverse multi-channel mix. But it is hard to find evidence as to how customers feel about all this. This paper goes a little way towards redressing the balance by reporting on a survey of Lexus customers that looks at the consistency of customer experience across multiple touchpoints, and crucially at how this customer experience impacts on Lexus via customer retention and propensity to recommend.Interactive Marketing (2005) 6, 317-325; doi:10.1057/palgrave.im.4340300Document Type: Research article
DOI: 10.1057/palgrave.im.4340300
Affiliations: 1: 1Group Marketing Director The Eton Group 5 Threadneedle Street London EC2R 8AY, UK, Tel: +44 (0)20 7657 8164, Email: hesterstuart@theetongroup.com 2: 2National Marketing Manager Lexus (GB) Ltd Great Burgh, Burgh Heath Epsom KT18 5XS, UK, Tel: +44 (0)7900 325, Email: simon.arbuthnot@lgb.lexus.co.uk 3: 3Director, Multichannel Marketing Best Practice Club Cranfield School of Management Cranfield Bedford MK43 OAL, UK, Tel: +44 (0)1234 751122, Email: hugh.wilson@cranfield.ac.uk
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