Managing the Customer Experience

Every so often you have an encounter with a brand that reminds you how little marketers think about customer touch points and how difficult it is to control and shape the customer experience.

And while every agency blabs about their skill at brand stewardship, integrating channels and carefully crafting customer experiences, all it takes is several sequential interactions with a brand to discredit this claim. CRM or no CRM very few brands carefully think through and map the range of customers’ interactions with the brand and the result of these interactions on brand awareness, preference, purchase or loyalty.

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