Customers' spending
What customers spend depends on their impression and experience of a brand.
They can leave and seek a competitor at any touchpoint, and leave bad feedback.
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Had a conversation with a Food Brand last week with a clear challenge in customer service experience. They get complaints from customers every week. After so much probing I found out they have no customer experience design and customer journey map since their formation in 2014. Sharing this article was influenced by that conversation.
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