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Elena Bajic
2006
Every interaction with a customer represents a “moment of truth” that either strengthens or harms the customer’s perception of your brand and firm. Customers now interact with firms through a myriad of touchpoints, multiple channels, and experiences are more social in nature. Customer experience management is one of the most important strategic priorities for firms as it affects customer satisfaction, loyalty, and firm performance.
Watch this webinar, led by PhD. Melissa Baker, an Associate Professor in the Department of Hospitality & Tourism Management at the Isenberg School of Management at the University of Massachusetts Amherst, where we discussed the importance of managing the customer experience journey both in person and online as well as current strategies for firms to improve the customer experience.
Melissa Baker, Ph.D. is an Associate Professor in the Department of Hospitality & Tourism Management at the Isenberg School of Management. She received her B.S. from Cornell University and her M.S. and Ph.D. from Virginia Tech. Prior to a career in academia, Dr. Baker worked as a manager for Brio Bravo Restaurant Group. Dr. Baker’s research focuses include service failure and recovery, appearance and impression formation, and customer experience management. Dr. Baker has accumulated over 25+ top-tier publications and over 30 presentations. Her work is published in top journals such as the Journal of Business Research and Psychology & Marketing.
She is an award winning teacher currently serving as an Isenberg Teaching Fellow and previous Lilly Fellow. She has received the 2021 UMass Distinguished Teaching Award, the highest teaching award on campus, the 2016 College Teaching Award, and was featured in 2020 as a Favorite Business Professor by Poets & Quants.
