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The Customer Experience Edge: Technology and Techniques for Delivering an Enduring, Profitable and Positive Experience to Your Customers by Reza Soudagar, Vinay Iyer, Volker Hildebrand

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CHAPTER 6A Fresh Look at the Top and Bottom Lines

For more than half of companies, cost and ROI are the top concerns with customer experience initiatives.

THERE IS A CENTRAL PARADOX of the customer experience edge: customer centricity needs to stem from a genuine desire—even a passion—to do right by the customer. At the same time, your customer experience efforts need to result in a positive impact on your company’s top and bottom lines. Otherwise, as Strativity Group’s Lior Arussy tells us, “We don’t recommend companies do this.” After all, if your company goes bust because it is giving away the store (those universal free shipping and free returns deals come to mind), that is not going to be a good experience for your customers in the long ...

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