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Customer Experience For Dummies by Bob Kelleher, Roy Barnes

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Chapter 6

Good Intentions: Identifying Your Customer Experience Intent

In This Chapter

arrow Grasping the power of intent

arrow Deciding who should determine your customer experience intent

arrow Checking out the characteristics of a customer experience intent statement

arrow Looking at sample customer experience intent statements

arrow Making sure that your intent statement lines up with your brand

arrow Dealing with dissenters

In the course of our consulting work, we’ve helped hundreds of companies. With each new client, we often start by asking one simple question:

“What do you want your customers to feel and experience when they are interacting with you?”

Seems easy enough to answer, right? Perhaps — but here’s the catch: We ask people to limit their answer to three words. No paragraphs, no sentences … just three measly words.

Invariably, people respond with wildly different answers. In fact, for every ten people ...

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