• Each customer is different and intelligent segmentation is the key to understanding these individual customer needs
• Expectations are not static and change with changing environmental context of the customers
• Internal environments of the customers too make a significant impact on their expectation levels
• Expectations are influenced by what the competitor does
• Expectations are also influenced by Best of Best – even from different business sectors
• In an industrial (b2b) business context, Purchase is decided by a different hierarchy in the company and the products and services are used by different people within the customer organizations.

The study of consumers behaviour helps firms and organizations improve their marketing strategies by understanding issues such as how:

• The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers).
• The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media).
• The behavior of consumers while shopping or making other marketing decisions.
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.
• How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer.
• How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

The study of consumers behaviour helps firms and organizations improve their marketing strategies by understanding issues such as how:

• The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers).
• The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media).
• The behavior of consumers while shopping or making other marketing decisions.
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.
• How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer.
• How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

The Customer Experience practice area is designed to help participants develop the key skills, behaviors and techniques needed to build a excellent customer experience.

The standard programs other than customized solutions that are offered under this practice area are:

• Stretch
• Customer Loyalty
• Creating Customers for Life
• Customer Service Excellence