Customer Experience 3.0

Foreword

When I worked as a manager at the Chevrolet Division of General Motors in the 1980s, the auto industry faced a series of new challenges.

•   Products, which had been relatively simple, were becoming more complex.

•   Owner’s manuals were getting thicker, and customers were reading less of them.

•   Consumers were becoming more demanding.

•   Foreign competitors were improving quality, and a new process called TQM (total quality management) was challenging American manufacturers to improve product design and physical quality.

•   Following the latest study commissioned by the White House Office of Consumer Affairs in the mid-1980s, both the media and the government were taking an interest in consumer protection and complaint handling. ...