The importance of the customer experience

Simon Oldfield and Mary Say

The authors believe that customers not want true brand relationships but simply a good experience and re-assurance.

The Importance Of The Customer Experience

Mary SayMaritz andSimon OldfieldMercedes Benz

Customers don't really want relationships. At least not in the same way the brand does. They want to be treated well, respected, understood and to get what they want, when they want it. In other words, they simply want a good experience and the reassurance of knowing that they will have the same good experience every time they come into contact with the brand. So, if we get the experience right, the opportunity to build meaningful relationships should follow.

So how are organisations using customer...

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