Study on Creating Total Customer Experience

Delivering total customer experience (TCE) is increasingly important for firms. This paper designs a two-part approach that can help to creat TCE through consumption chain, firstly, mapping the consumption chain across the customer experience process as the search, purchase, use and post-use stages; secondly, refered to consumer's behavior, fulfilling customer's experience by considering how a series of simple questions-what, where, who, when, and how-apply at each link in the consumption chain. In the end of the paper, we point out managerial requirements for creating TCE.