Author: Dave Nash, Doug Armstrong, and Michael Robertson
Abstract: Customer experience is defined as the sum of a customer’s interactions with a company across all of its touch-points and the resulting perceptions about the brand. Research has shown that a customer’s attitudes towards a company is developed as a result of their interaction across multiple-channels and that a positive and effortless customer experience can result in increased customer satisfaction, loyalty, and greater customer lifetime value.
Customer experience has recently become more critical lately because managing it via the emergence of a host of enabling technologies to provide data-enabled, insight-driven customer interactions can result in improved customer retention, greater ability to cross- and up-sell, the ability to prevent commoditization and margin erosion, and increase the propensity for customer advocacy that may generate additional referral revenue. Nevertheless, it is important that companies holistically address the four dimensions of customer experience - strategy, information, insights, and delivery - in order to enable competitive differentiation.
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