Chapter 1
Does your customer experience happen by design or by accident?
The simple fact is that most companies do not think through the actual experience that they want to deliver at key times and so they do not actively design in that experience.
As you read this page your company is delivering experiences and it is likely that the vast majority will be a reflection of the person delivering them rather than any well-defined and equipped experience deliberately designed to deliver on that massive investment in creating the expectation.
Consider what changes and why your company might decide to focus and invest more heavily in both understanding its customers and designing experiences?
There is a point in time when the need or desire to provide ...
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