What Customers Crave

CHAPTER 1

THE ADVENT OF “EXCEPTIONAL”CUSTOMER SERVICE

Let’s face it: Today, most customer experience programs are a disaster.

Don’t blame yourself, because it’s not your fault that these programs are failing you. Most organizations were sold the promise that if they used the right software, analytic tools, and processes, they would be able to manage their customer relationships and deliver what their customers wanted—every time.

This approach sort of worked for a while. We understood our customers through segmentation and who the customer was—white, black, male, female, affluent, not so affluent, in their thirties, in their fifties—thinking demography ...