Customer Profiling: Getting into your Customer’s Shoes

Abstract

The authors have constructed a model which breaks down customer contact in consuming a service into six steps: search, arrival, pre‐contact, contact, withdrawal, follow‐up. They argue that this “journey” should be mapped out by service organisations and the key points carefully managed.

Citation

Whittle, S. and Foster, M. (1989), "Customer Profiling: Getting into your Customer’s Shoes", Management Decision, Vol. 27 No. 6. https://doi.org/10.1108/00251748910132575