Seven steps to better customer experience

This article discusses methods through which a brand can improve the customer experience by relaxing the ways in which employees work on the consumer journey in order to keep the customer's experience 'tight'.

Seven steps to better customer experience

Shaun SmithFounder of Smith + Co

"You cannot design a customer experience because it is whatever the customer perceives it to be."

If that quote, from Geek Squad founder Robert Stephens, is correct, is there anything a brand and its marketing team can do to influence better customer experience? For Stephens, it’s all about being clear about what your brand promises and then hiring the right people to deliver it. But it’s also about being intentional about HOW those people deliver the experience so it differentiates your brand consistently in a way...

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