The Ten Principles Behind Great Customer Experiences

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Why customer experiences aren’t improving

This chapter explains why efforts to improve the customer experience often don’t deliver the results that are hoped for. It explores some of the issues typically present in large organisations that often stand in the way of creating a great customer experience.

Getting it wrong

Despite widespread understanding that the customer experience is critically important, as consumers we are still often frustrated and disappointed. Products are too complex to use, small print leaves us feeling cheated, adverts bear little resemblance to reality, customer service is often rude. Examples of poor customer experiences are a daily occurrence for most of us. Genuinely brilliant ones are still incredibly rare, ...