"One of the first and most difficult problems any company confronts when it tries to improve its customer experience is reconciling the time and expense required to deliver a better experience with the actual economic benefits of that improved experience.
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Because none of them had tried to quantify the actual economic value of a better experience, their efforts always took a back seat to the "hard" financial metrics that ruled these companies' managements—quarterly sales, costs, revenue, and profit.
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No matter what your business is, you won't make much progress toward delivering a better customer experience until you deal with this problem. The most straightforward way to do it, in my view, is to spend time and effort getting comfortable with and documenting the fact that the customer base itself is a valuable financial asset, and that good service will increase its value, while bad service will diminish it.
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But long-term value is created when a customer has a good experience, and then becomes more likely to buy in the future, or to recommend the company to friends or colleagues.
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And the customer's intention for the future is driven by the customer's experience today."
Trechos retirados de "What Is the Economic Value of a Better Customer Experience?"
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