By: Scott Broetzmann
The customer experience • def: a customer journey which makes the customer feel happy, satisfied, justified, with a sense of being respected, served and cared for, according to his/ her expectation or standard, starting from first contact and through the whole relationship. Some have suggested that the customer experience is the single most important aspect in achieving success for companies across all industries. And the C-suite is devoted to improving the customer experience. Or is it? Consider the following examples:
In pursuit of a better customer experience, an European food and beverage company decides to “in-source” its toll free customer care center, which it has outsourced for many years. The task force created to manage this transition establishes three goals: (1) improve service quality and increase customer satisfaction; (2) lower costs; and, (3) expand and enhance the service.
