The Customer Experience Edge: Technology and Techniques for Delivering an Enduring, Profitable and Positive Experience to Your Customers

Introduction

THINK OF THE LAST FIVE INTERACTIONS you had with a business, either as an employee or as a consumer. They can be any type of encounter: a phone call to address a billing problem; using your smartphone to research product information while standing in a store aisle; seeking recommendations through your social media connections; an in-store visit to make a return; receiving a discount or marketing message via short messaging service (SMS); navigating a vendor’s website to purchase an item or troubleshoot an issue; or spending time on Web forums to research the future purchase of construction equipment, a load of cement, or a thousand microprocessors to embed in robots that your company builds.

Considering all of those interactions, ...