Best Practice in Customer Experience Management
While a fairly logical question for any retailer may appear to be 'what do customers want?' it might be far more useful to approach the issue along the following lines: 'what’s the difference between what we think our customers want, and what they’re really asking for?'
The way modern communication works means getting a satisfactory answer to this question is more possible than it’s ever been before. Customers have the capacity to engage with brands across a wide range of channels and contexts, leading to opportunities to gather feedback and insights on the experience at different stages of any customer journey.