It’s Not Just Moments-of-Truth: It’s the End-to-End Experience

shopping-bagThe findings of a powerful research study emerged in the Harvard Business Review and it’s clear from the behavior of some companies I’ve visited recently that word has not been disseminated widely. The article was titled “The Truth About Customer Experience” and in it the authors Alex Rawson, Ewan Duncan, and Conor Jones noted that customer satisfaction at transactional touch points with your brand may positively distort how customers truly feel and more importantly how they behave toward your company. Here is the lynchpin conclusion of their work:

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Joseph Michelli

Joseph Michelli

Joseph Michelli, Ph.D., is a certified customer experience professional, one of Global Guru’s top three experts on customer service, the author of nine business books about companies like Airbnb, Starbucks, Zappos, Mercedes-Benz, and The Ritz-Carlton Hotel Company. In addition to being a Wall Street Journal and New York Times #1 bestselling author, Joseph helps leadership teams improve the experiences they provide for team members and customers. He also is an internationally sought-after keynote speaker on leadership and customer or patient experience.

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