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Companies that set the bar for creating effective customer experiences share many characteristics:

  1. Create a customer-centric experience that surrounds their products, services, and processes

  2. Develop and protect a culture that places high value on the customer

  3. Design products and services to meet the customer’s current and future needs

  4. Establish customer-focused processes that promote the ease of doing business

  5. Know their customers intimately and can personalize the experience across the buying cycle from awareness to installation, product usage, and support

  6. Do what it takes to serve customers—even at the expense of short-term gain

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