Read the summary and the most important questions on Building great customer experiences | 9781403939494 | Colin Shaw and John Ivens.

• 1 The customer experience tsunami

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• What will become the new sustainable differentiator?

  A new source of competitive advantage and a new threat to those organizations that do not react to its onset. 

• How do the companies prepare for the tsunami?

  Propelling their companies into the new era and turning a threat into a competitive advantage.

• Why are many customer experiences that companies deliver have a number of gaping holes in them?

  It is very hard to create the perfect customer experiende.

• Why can't some people even remember what they did yesterday?

  Because the most customer experiences are unimportant

• Most people say that it is the people that make the difference but what was the main reason for particitpating in this event?

  You wanted a need to be fulfilled or wanted to buy a product or a service.

• What is a big mistake of many companies?

  That they only focus on the physical in stead of also the emotional.

• Why are emotions so important that they have meetings about it?

  Emotions are one of the key differentiators and are often forgotten.

• What is the customer experience about?

  The customer experience encompasses every aspect of your business, it's the total experience a customer has with your organization from every dimension.

• What is a challenge?

  To make the customers feel so good about the experience of a certain company that they want to return to the experience it again and also tell others.

• What are the biggest hurdles to achieving customer centricity?

  Leadership and culture