Today, because the product itself has the commodity quality, it has to be presented in the context of services that will provide value and benefit. However, the methods -available for quality control during service delivery- are limited. A deep customer analysis can be done, a great service can be designed, the quality standards can be set, the target group can be reached with the right channels and clear promises. But the main thing is presenting and customer experience.
It is the biggest mistake not to be informed about and measured the customer experience -and so not to be changed-, as the product and presenting service become more important than product itself. By moving a step further and transforming customer experience into a performance indicator for every department and employee will lay the groundwork for great experiences.
The brand creates experience that customers experience more than products and services.