Chapter 8

Seven Principles for Creating a Customer Experience for People Not Like You

This part of the book focuses on crafting the customer experience for specific groups of people—members of different generations, members of different races/ethnicities, women, families, gays and lesbians, and more. But before we tackle this, it’s important to take a look at all the different customer touch points, since the customer experience doesn’t just happen when someone buys something. A customer’s experience is shaped by the entire interaction with your brand, product, service, or company—from beginning to end.

The following sections discuss the seven principles to crafting a customer experience for people not like you.

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