2.2. Seeing the Total Customer Experience

The total customer experience is what a customer feels as a result of all the interactions he has had with your company, combined with other experiences and information he has gained from the external marketplace. It's not something you do, but it is the result of many things you do, combined with other influences that come from outside our direct control. We can certainly impact the total customer experience (for better or for worse), and we should definitely measure it to know how we're doing.

There are three major vectors that influence the customer's total experience: the external marketplace, your company's brand image, and all the different ways the company touches your customers. Total customer ...

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