Creating Memorable Customer Experiences: How to Go the Extra Mile

EHL | May 9, 2023

By Flavien Brand, Dr. Alessandro Inversini, Dr. Matthias Fuchs The importance of customer experience management, a built-in feature In business, customer experience is often presented as a differentiator, something a company chooses to focus on in order to outperform its competitors. Yet, a company will inevitably interact with its customers at some point, and those customers' opinions about these touchpoints will affect their future behavior, including possible repeat purchases and word-of-mouth. Consequently, customer experience is not like an extra feature added to a product to make it more attractive, it is ‘built in’ and repre...