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

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CHAPTER 5The New Customer Experience Recipe

Do not stint on the first step—identifying and understanding your customers. Without the “C,” there is no customer experience.

COMPANIES DECIDE TO HONE their customer experience edge for many reasons: competitive threats, eroding customer loyalty, bad news in social media, or weak top-line or profitability performance, to name just a few. In many cases, companies that are in search of growth turn to a superior customer experience (CE) to differentiate themselves from their competitors in a commodity business. In still others, the interest in CE starts in the customer service or marketing department and percolates upward, eventually becoming a C-suite- or board-level agenda item.

Once a customer experience ...

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