“Satisfaction Guaranteed” is a feature article is part 1 of a 2 part article that focuses on the Customer Experience (CX) and B2B Sales. It just got published in this month’s “Winning Edge” magazine, which is the official magazine of the Institute of Sales & Marketing Management (ISMM) – the UK’s professional body for salespeople.
The concept of customer experience has received a lot of attention over the past two years as an effective means of competitive differentiation and building customer loyalty. In many markets the barrier to entry is lower than it has ever been, resulting in fierce competition. In these markets, creating positive customer experience is not only a matter of business sustainability but also a matter of survival. There is nothing new about the impact that a poor experience has in any aspect of selling or fulfilment of services or promises. It is very clear there is nowhere to hide if a company fails to deliver, does not keep its promises or is not responsive to customers when they need support.
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