6. Opportunity: The Customer View

Customer touchpoints provide interactions with a firm’s people, processes, and channels. They represent the greatest opportunity to impact 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:

Image First, the customer approaches each interaction from a mindset based on who that customer is and which “needs-based” segment he or she occupies. Depending on the segment, each ...

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