Citation:
Maklan S, Antonetti P, Whitty S, A better way to manage customer experience: lessons from the Royal Bank of Scotland, California Management Review, California Management Review, Vol 59, Issue 2, 2017, pp92-115
Abstract:
Customer experience is heralded as the competitive battleground; however, it is defined so broadly that companies often struggle to define, implement, and measure it. Based on the experiences of the Royal Bank of Scotland, this article develops an effective approach to scoping and managing customer experience, identifying typical pitfalls, and providing guidance to organizations trying to understand where to start.
