The truth about customer experience

By:

RAWSON, ALEX

Contributor(s):

DUNCAN, EWAN

Material type:

Mixed materialsPublication details: 2013Description: 78-86Subject(s):

MARKETING

NLM classification:

658.8

In: HARVARD BUSINESS REVIEWMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		8/9	Available		P15041

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.

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