Enhance the experience

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Customers and companies talk about ‘experience’ a lot these days, and for good reason. Think of a product you want to buy or a service you want to use and – save for some rare instances – there will always be at least two competing providers to choose from. Tesco and Sainsbury’s both offer the same sorts of products at a similar price. You can get working, reliable phone, broadband and TV services from either Virgin Media or Sky. The list goes on: competing providers, all price matching, all offering comparable products and services. So where do you choose to spend your money?

A lot of the time, the decision comes down to which company provides the best customer experience. What a ‘great experience’ looks like is largely in the eye of the beholder. It could be a website that’s easy to navigate, an e-commerce site that remembers your shopping basket across devices, or call centre staff who can solve a ...