CHAPTER 2The Four Essentials of a Profitable Customer Experience

According to 90 percent of companies, the most important elements of a positive experience are: reliable products and services, relevance of interactions, responsiveness of the company, and ease of doing business.

—BLOOMBERG BUSINESSWEEKRESEARCH SERVICES SURVEY, 2010

IF MONEY WERE NO OBJECT, just about any company could provide an amazing customer experience. Given unlimited resources, there is no end to the perks and extras you could provide your customers. And in industries such as luxury retail, where getting noticed is the name of the game, some companies have taken that approach. When you step through the doors of Neiman Marcus, for example, you know that you are in for a deluxe ...

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