These measures often include assessments of employees' knowledge, responsiveness to customers' inquiries, and customers' waiting time for service. In many situations, executives have placed an emphasis on measuring and understanding the objective facets of customers' experiences with their company and its products and services. What comes to mind first? Is it the product's price, the perception of the product's quality, or perhaps the efficiency of the transaction? Alternatively, is it something qualitatively different, such as the memory of an experience in which you felt contentment, optimism, or peacefulness-or, perhaps sadness, worry, or even fear?

Recall the last purchase you made from your favorite company.