Mining for sales, digging deeper for growth. Go a step past the customer and look at her experience. Customer Experience is a new trend (for the 129th time) and we need to jump aboard (again).
Start with analyzing the touch points, each time she engages the brand. Measure those areas, survey, get the microscope out. Develop a strategy, put a person in charge. Add value to each touch point by soliciting advise from the team, managers, front-line staff. Finally measure, measure then measure again. Sounds easy I know, but what's more important, doing email or managing the Customer Experience?
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