Customer experience has become a business cliche – and for good reason. It drives performance of every single company, from startups to the FTSE 100. When we talk about customer experience, we mean the sum of all interactions a customer has with a company, including touchpoints before, during and after a sale.
Done right, it is a source of competitive advantage and can contribute to stronger financial performance. Yet some of the biggest brands in the UK are failing their customers.
