Trends Report

Pricing Matters For Customer Experience Professionals!

Why Customer Experience Professionals Need To Have A Seat At The Table When Their Companies Make Pricing Decisions

October 23rd, 2012
Maxie Schmidt, VP, Principal Analyst
Maxie Schmidt VP, Principal Analyst
With contributors:
Harley Manning , Carla O'Connor

Summary

Customers consciously or unconsciously judge pricing as part of their experiences with a company. Pricing both sets expectations for an experience and affects perceptions and recollections of that experience. The implications are clear: Customer experience professionals cannot leave pricing solely to finance, product management, marketing, or sales. They need to better understand pricing's impact on their customers' experiences. This report shows how pricing can make or break the customer experience, the level of involvement with pricing decisions that customer experience professionals should aim for, and how customer experience professionals can start to get involved.

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