As information becomes more available and for free, thanks to the Internet and social media networks, product differentiation in one category is becoming more and more difficult.
As a result, businesses need to focus on customer experience to set themselves apart from their competitors. Customer experience is defined as a series of interactions between a customer and an organization throughout their business relationship. The interaction begins from the moment the customer hears about the business all the way to making a purchase of the product or service.
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