Tag: Apostles Model
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Revisiting the Apostles Model: Understanding Customer Behaviour in Today’s Context
The Apostles Model was introduced by James L. Heskett, W. Earl Sasser, and Leonard A. Schlesinger at Harvard Business School in “Customer Satisfaction Is Key to the Extraordinary Success of Service Businesses” (1991). Their foundational work has been pivotal in shaping CX strategies, and their insights remain relevant even as other metrics are more commonly…