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The Customer Experience Edge by Reza Soudagar, Vinay Iyer, Volker Hildebrand

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CHAPTER 4Throwing Out the Old Playbook

For almost three-quarters of companies, the top barriers to improving customer experience are related to disconnections in processes, applications, customer information and social media channels.

—BLOOMBERG BUSINESSWEEKRESEARCH SERVICES SURVEY, 2010

A SUCCESSFUL AND PROFITABLE CUSTOMER experience does not happen at the margins of the organization; instead, these initiatives are holistic, involving the entire enterprise and transforming the corporate mindset. Stretching far beyond “customer service,” the customer experience edge encompasses each and every customer interaction, whether it’s through the call center, the supply chain, the website, social media, or the product or service itself.

Even more critical, ...

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