TY  - GEN
AU  - RAWSON, ALEX
AU  - DUNCAN, EWAN
TI  - The truth about customer experience
PY  - 2013///
KW  - MARKETING
N2  - Companies have long emphasized touchpoints- the many critical moments when customers interact with the organization and its offerings on their way to purchase and after. But the narrow focus on maximizing satisfation at those moments can create adistorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention form the bigger and more important-picture: the customer's end to end journey
ER  -