You probably said customer without even thinking about it, right? And you would be correct! But, to design your service experience intentionally around your customers needs and wants, you must have a deep understanding of who your customer is.
At Disney Institute, we examine the idea that too many organizations limit themselves to a tunnel-vision approach while designing their customer experience. They think: We know our customers dont like to wait in long lines or We know they expect us to answer the phone after so many rings.
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