When a Wells Fargo customer uses his or her ATM card on their birthday, they receive a “Happy Birthday” message. It might seem like a small, innocent gesture, but according to Jamie Moldafsky, Executive Vice President, Chief Marketing Officer, Wells Fargo, it’s that type of interaction that helps create and foster an ongoing “wow” customer experience. “We want to acknowledge your birthday and let you know we hope you have a great day,” Moldafsky said Tuesday during her session at Forrester....

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