Customer experience is becoming more and more important for companies over the years. The reason is, it has become the key differentiator. Some 15 to 20 years ago the main goal targeted by most businesses in order to gain an advantage in the market was to design cost-effective procedures and create products quickly and efficiently. Affordability of products was the key differentiator. When this goal was reached and the market was flooded with the multitude of products differing little in features and price, companies needed a new way to stand out from the crowd. Today, when customers are bombarded with offers, they are making their buying choices based on, almost solely, the level of customer experience they receive from a company.
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