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There are many components to customer experience, including customer service, marketing and sales messages, the online experience, and more, so it’s entirely understandable that creating a better customer experience results in more revenue.

“To be really successful on a long-term basis, customer experience needs to be seen as all these things, and more. It is the sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer.” — Harvard Business Review

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