Strategy & Organization March 2013

A Glint in the Eye of the Customer

Outstanding “Wow-Effects” Through an Innovative Customer Journey

A Glint in the Eye of the Customer

A Glint in the Eye of the Customer

Today, differentiation from competitors by just delivering a failure-free customer journey across all touch points is not enough anymore. Companies need to take Customer Experience Management (CEx) to the next level and surprise customers with outstanding “wow-effects”.

Arthur D. Little showcases a methodology to design such effects of high appreciation and positive astonishment, by the implementation of a service innovation process that ties the customer’s emotional response to a product or service.

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