Customer experience is beyond just any one moment. It’s every moment plus all moments combined. You have a few great moments and some not-so-great moments. The problem with the approach to marketing today is each one of those moments is owned, managed and measured by different groups, and those groups don’t always collaborate
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Customer experience happens with or without direct interaction with marketing. If I use a product, look at your website or come across your campaign, these things happen without the company knowing my impressions, my expressions or what I say about them to others.