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Clued In: How To Keep Customers Coming Back Again and Again by Lewis P. Carbone

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Chapter 8. The Discipline of Auditing Experiences

Assessment of experiences is predominantly internal, but the discipline of auditing is driven from an external perspective—from the customer back to the business. Generally, you will find that there are things you don't know but need to know about the customer's experience. Auditing experiences is how you understand and fill in those gaps. Its objective is twofold:

  1. To gain insights by evaluating the customer's experiences as they are now being delivered from the perspective of the hearts, minds, and senses of the customers
  2. To identify the gap between what customers deeply desire and what they are experiencing

Throughout their everyday experiences, people continuously process signals—clues—both ...

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