Customer experience directly affects both the top and bottom lines of business. CMOs know this and now compete to deliver the most compelling, contextually relevant experiences. CMOs until recently focused on improving the customer experience at particular touch points — the call center, in-store point of sale, the website — and invested heavily in an ever-growing number of systems to support their efforts. The Sum is Greater Than the PartsBut it’s the cumulative customer experience across many touch points — not just one individual touchpoint — that drives loyalty and long-term value.
Published by Fred Zimny
A management executive for over 25 years. Successfully managed transition programs and front office operations within numerous Dutch companies. Into service design, service management and service innovation. Expertise: Service design Service economy Service innovation Service marketing Service management View all posts by Fred Zimny