B. Joseph Pine and James H. Gilmore

While commodities are fungible, goods are tangible, services are intangible, experiences are memorable and transformations are effectual. All other economic offerings have no lasting consequence beyond their consumption.


Focus groups should be dumped. Instead, real customers should be observed in real settings.

Customer Satisfaction Is No Longer Enough

With so many surveys finding customers happy, why are they so disloyal? There’s a better way of measuring what customers think.