Be the first to like this
An enterprise's reputation — it’s brand — is no longer built solely via mass media. It is also built at customer touch points. Whenever customers come into contact with an enterprise, they experience what it is like to deal with that organization and form an opinion — good, bad or indifferent. The experience is the ultimate conveyor of value to the customer and a primary influence on future behavior. Therefore, it has potential value for the enterprise. A poor customer experience is a step on the path to defection, while a good one encourages loyalty. Customer experience is what ultimately creates the highly prized relationship and brand.