The customer experience has become a key differentiator for competitive businesses. Top organizations are improving both customer loyalty and profitability by creating consistently positive end-to-end experiences for their customers.

But with our ever-evolving marketplace – including the explosion of channels and the advantages of real-time communication – many new ideas and best practices are emerging for how to create both unique and superior customer experiences that make a difference.

This Harvard Business Review research paper examines how forward-looking organizations take a strategic view of the customer experience, including how to:

  • Design, implement and manage the customer experience in a disciplined way.
  • Address challenges such as channel explosion, data deluge and emerging technology risk.
  • Develop best practices for customer understanding, measurement, design and strategy.

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