How to Design a Great Customer Experience

Fred Wiersema

In the sessions I hold with senior management teams on designing great customer experiences, I divide leaders into groups. Think about your own experiences as customers, I instruct them, specifically, less-than-wonderful experiences. Maybe the contractor who is remodeling your house now wants to charge you twice his original bid, or you went to your neighborhood hardware store and were treated rudely—any transaction that really bothered you. Then, they discuss what made these experiences so unpleasant. Next, I ask them to think about what the antitheses of these experiences might be and how ...

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