Chapter 6. Opportunity: The Customer View

Customer touchpoints interact with a firm’s people, processes, and channels and represent the greatest opportunities to impact their loyalty with non-product-related initiatives. The biggest payoff is to engineer a consistent, long-running, personalized customer experience across the myriad processes, channels, and organizations within the business.

For example, consider interactions with your company from a customer’s point of view:

  • First, each interaction is approached by the customer from a mindset based on who the customer is and which respective “needs-based” segment he or she occupies. Depending on the segment, each customer will have a specific set of needs that will drive his or her loyalty and determine ...

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