Chapter 6
GET THE LAY OF THE LAND
Managing the customer experience is not always an easy task. Expectations are set through many mechanisms: the brand, the staff, the experiences customers have with your competitors and even with other noncompeting brands and companies. Organizations that fall prey to performing “random acts of customer service” in their attempts to please customers can quickly end up exceeding their budget. Rather, what's needed to consistently meet and exceed customer expectations is a carefully orchestrated customer experience strategy, targeted usage of customer information, and solid execution.
