Customer Journey: Driving income and growth in tough markets

Although many companies are spending increased time and money changing customer experiences
there has been some debate about what customer service design should aim to deliver. One
concept that has gained significant traction over recent years is the idea that customer interactions
should ‘delight’ customers. However research published recently in the Harvard Business Review1
on Customer Effort confirmed what we, and others, have always believed. That above anything else
customer interactions must be designed to make it easy for customers to do business with you. 

Martin Wright Associates
Wright, Martin
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