CHAPTER 12

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TECHNOLOGY AND THE FUTURE OFCUSTOMER EXPERIENCE

Technology as it relates to customer experience can be a double-edged sword. On one side, many organizations lean on old-fashioned technology, such as Net Promoter Score methods, Customer Relationship Management tools, and digital surveys. Virtually all of these provide erroneous and fractional insights about what customers truly love and truly hate. Yet installing some form of technology often gives many executives a warm, comfortable feeling. It’s as if doing so removes the responsibility of really getting to know and understand their customers.

On the other side of the blade is the ...

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