CX CliffsNote 1: Your Customers Are Less Satisfied Than You Think

Found this article interesting; the key points are below.

  • Companies often emphasize refining points of interaction with their customers, such as improving phone call quality.
  • But focusing on only those interactions can create a distorted picture wherein customers appear happier than they are.
  • What reduces satisfaction is something few companies manage—cumulative experiences across multiple touchpoints and in multiple channels over time.
  • Organizations that manage the entire end-to-end journey reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.

Full Article at hbr.com

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