Manage Customer Preferences Across Communication Channels, 2017




The customer experience is how a customer looks, thinks, and feels about your brand and is ultimately the product of the interactions between your customer and your organization over the duration of the relationship. When expectations are met, customers tend to remain loyal to the brand; when exceeded, they become advocates; and when expectations fall short, customers will defect and become detractors. As a result, top companies understand the customer experience is absolutely critical to achieving revenue growth, customer retention and operational efficiency goals and they are investing hundreds of millions, if not billions into people, processes and technologies to drive and evolve the customer experience.


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