These days, everyone, including myself, is talking about a great experience being the new differentiator. About product, and service being less and less of a factor distinguishing businesses. There is talk of customer experience, user experience, brand experience, product experience, consumable experiences, but mostly this is summed up under the umbrella of customer experience. With this, of course, businesses are reacting with creating customer experience initiatives, building strategies, and implementing solutions, from customer journey orchestration via 1 to 1 marketing solutions, or voice of customer programs. The result is significant investment and CEOs being convinced that their customers have a very good experience. Just that their customers tend to not agree to this assessment, which leads to a considerable experience gap. Abbildung 1: Experience Gap. Source Qualtrics What is the experience gap? At the end of the day, it is the mismatch between brand and produ...
- CRM (and other) Thoughts from Down Under