There's been a lot of talk lately about customers having the power and being in control. In a world where brands are trying to develop relationships with their customers, what does that really mean? Do customers want to be in relationships with brands? Do they want to be in control? Should brands be in control?
First things first: a refresher. What is the customer experience? I define it as the sum of all the interactions that a customer has with an organization over the life of the relationship with that company. More importantly, it's the feelings, emotions and perceptions the customer has about those interactions.
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