Improving the customer experience is finding its way to the top of more and more CEO’s list of priorities. You’d imagine that the obvious thing would be to focus on customer engagement. But according to NPS guru and co-author of The Ultimate Question 2.0, Rob Markey, throwing your attention immediately toward the customer might be putting the cart before the horse. During his keynote at Experience 2014, he presented a counter-intuitive twist to customer experience....