The Benefits of Designing Your Customer Touch Points from the Customer Perspective

It is a marketing axiom that successful companies are those where the brand promise is matched by what the customer experiences. Accordingly, most major companies, particularly those in service industries such as finance, travel, technology, telecommunications, and retail each spend thousands of dollars annually asking their customers: “How well did we do on your most recent experience with us?” This question is asked repeatedly to monitor how well the customer experience is....

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