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The Next Battleground


I think this quote by the CIO of Dell is very profound and spot-on. Companies are just now beginning to understand this fact.

For too many years the traditional thinking about gaining market share has focused on the four P's of Product, Price, Place and Promotion. I don't know about you but I think old school maketers should add one more: Perception.

Customer Experience can be defined as an action. The customer has an experience and that experience creates a perception. Forward thinking companies understand that the customer's perception based on their experience at every touch point is a critical component of customer loyalty and affects the customer lifetime value.

The competitive battleground has shifted. Therefore their focus needs to shift to customer experience. What is your company doing to understand the customer experience? Is your company measuring the customer experience at every touchpoint and then making the necessary changes to improve it?

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