Why the customer experience matters

This chapter seeks to answer one question: if the customer experience matters so much, why is it so often poor? It also sheds light on the current social and technological changes that have brought renewed interest to the area of customer experience, and what these changes mean for business in the future.

In the next village along from where I live is a great café. They provide excellent food at reasonable prices in a relaxed, friendly and comfortable environment. They know many of their customers by name and have become a social hub for our relatively small community, selling locally produced arts and crafts alongside their own produce. The owners work hard and their passion for the business is evident, ...

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