Creating memorable customer experiences: How to go the extra mile
In business, customer experience is often presented as a differentiator, something a company chooses to focus on in order to outperform its competitors. Yet, a company will inevitably interact with its customers at some point, and those customers' opinions about these touchpoints will affect their future behavior, including possible repeat purchases and word-of-mouth. Consequently, customer experience is not like an extra feature added to a product to make it more attractive, it is ‘built in’ and represents a compulsory aspect of doing business. So if creating customer experiences is unavoidable by default, what exactly does it mean, and what do businesses need to understand about it to successfully leverage it as a competitive advantage?
Published in May 2023
Source: EHL Insights