A importância da experiência

"Designing a great customer-engagement strategy and experience depends on understanding exactly how people interact with a company throughout their decision journey. That interaction could be with the product itself or with service, marketing, sales, public relations, or any other element of the business.
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Each brand seeks to deliver a different customer experience, on dimensions ranging from how guests are greeted by staff to the kind of toiletries offered in rooms. Crucially, for each type of property, Starwood sought to design not only the desired experience but also how it would actually be delivered. (Moi ici: Tudo faz parte da batota) It therefore had to decide what coordination would be necessary across functions, who would operationally control different touch points, and even what content customers wanted in the company’s Web site, in loyalty program mailings, and other forms of communication.
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despite the growing impact of digital touch points such as social media, effective customer engagement must go beyond pure communication to include the product or service experience itself.
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Once a company designs how it will engage with customers, it needs the organizational capabilities to deliver: adding staff, building a social-media network infrastructure, retooling customer care operations, or altering reporting structures. Functions far removed from marketing often have important roles to play, so one or more marketing teams at the center may have to build skills in other parts of a company."
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Trechos retirados de "We’re all marketers now - Engaging customers today requires commitment from the entire company—and a redefined marketing organization." de Tom French, Laura LaBerge, e Paul Magill.
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Não esquecer "Winning the Consumer Decision Journey"