One for the CRM Hall Of Shame….
By Chris Bucholtz
Last week, I wrote an article for CRM Buyer that said, essentially, this: you can’t control what your customer does, what he says, where he says it or who he says it to, but you can control the experiences he has with your company. If you do that right, everything else ought to take care of itself.
By “customer experience,” I don’t mean the marketing-generated jargon variant of the term that’s thrown about loosely as a way to sell technology. I mean customer experience, with no quotation marks – the common-sense definition that explains it as the cumulative experience that a customer has while in contact with your company, your services and your products.
You can’t control every aspect of the customer’s experience, because he or she brings something of himself into the interaction. If the customer’s dog died that morning, nothing you do might give him…
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