CHAPTER 10Ten On-Ramps to the Customer Experience Freeway

Good customer experience should just be the way you do business.

—PATRICIA SEYBOLD, PRESIDENT AND CEO OF THE PATRICIA SEYBOLD GROUP, AUTHOR OF MANY BOOKS ON CUSTOMER EXPERIENCE

CREATING THE CUSTOMER EXPERIENCE EDGE is most definitely a journey, not a destination. In fact, you should think of the customer experience (CE) not as an end goal, but as a moving target, driven by changing customer behaviors and needs, constant technological improvements, and ever-improving insights culled from analysis of information.

Particularly in today’s economy, however, time and money are short. In the North American Bloomberg Businessweek Research Services (BBRS) survey, the top concerns that respondents ...

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