EAST LANSING, Mich. – Researchers from Michigan State University and Publicom Inc., a services marketing consultancy, have identified the seven dimensions of a consumer experience — steps that can be used as an effective management tool for business.

 “It’s a universally recognized truth that you can’t manage what you can’t measure,” said Bonnie Knutson, one of the study’s researchers and an MSU professor. “Now businesses will have the measurement tools to identify their strengths and weaknesses in order to manage their customers’ buying experience and help increase sales.”

There are seven dimensions of the consumer’s buying experience identified in the study:

• Driving benefit. This entails the understanding of how to use a product or service and its consistency, benefit and value.
• Accessibility. A product or service must be readily available or easy to acquire.
• Convenience. The entire shopping process should be fast; products or services easy to locate.
• Incentives. Offering incentives increases the chance of buying the featured product or service.
• Utility. Practicality is important; there should be no surprises surrounding a product or service; safety is a major concern.
• Brand trust. Satisfaction with a store or product or service is critical.
• Sales environment. Surroundings should be entertaining, stimulating and educational.

“For the first time, businesses of all types will be able to understand the dimensions of a customer experience,” said Jim Wardlaw, Publicom president. “Now they will be able to measure and correct any deficiencies in their service delivery and improve their sales and repeat business.” 

The study is the result of collaboration between the researchers at MSU and the Publicom management team. Expanding on arguments from Joe Pine and Jim Gilmore’s bestseller, “The Experience Economy,” the collaborators were intrigued by the authors’ indications of movement out of the service economy toward what they called the experience economy. In summer 2005, the researchers at MSU and Publicom took the first step to identify and measure the components of an experience.

“Our study is significant because it’s the first step in identifying and measuring the underlying dimensions that are important in a customer experience,” said Jeffrey Beck, one of the study’s researchers and an assistant professor at MSU.

The new business tool will be available in the near future. For more information, e-mail Knutson at drbonnie@msu.edu or Beck at beck@bus.msu.edu. They also may be reached at (517) 353-9211.

Founded in 1979, Publicom Inc. is a services marketing consultancy specializing in brand development and on-brand behavior for service companies throughout the Midwest. Publicom provides advertising, strategic planning, marketing research, media planning services and public relations counsel to firms in a variety of service industries including heath care, finance, construction, insurance and education.