Contents
1 Why the customer experience matters
2 Why customer experiences aren’t improving
3 The ten principles behind great customer experiences
4 Great customer experiences strongly reflect the customer’s identity
5 Great customer experiences satisfy our higher objectives
6 Great customer experiences leave nothing to chance
7 Great customer experiences set and then meet expectations
8 Great customer experiences are effortless
9 Great customer experiences are stress free
10 Great customer experiences indulge the senses
11 Great customer experiences are socially engaging
12 Great customer experiences put the customer in control
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