03 January 2006

Building Great Customer Experiences - P16

Our research shows 71 per cent of senior business leaders say the customer experience is the new competitive battleground and is a source of sustainable differentiation.

Be clear, the physical elements of the customer experience will continue to be important and innovation will continue to provide a lead. However, this will be at huge cost and the lead enjoyed before imitation will be minimal. The physical will no longer be the primary differentiator, as it has been over the centuries. The new differentiators will be the customer experience and the emotions that the physical elements evoke.

Physical refers to things that can be seen, and emotional unseen.

It is always easier to manage things that are tangible. What gets measured gets managed.

Experience? Emotion? These are things unseen, and therefore are difficult, or even impossible, to measure.

How does enterprise manage experience?

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