Author: Scott Treller

We live in an age where experience dictates loyalty. Whether an experience is a good one or a bad one depends on the amount of friction involved with an interaction between a customer and the brand. The greater the friction, the poorer the experience will be. Removing the friction and the seams from the customer experience, however, can be a significant challenge. What do we mean by a seamless or frictionless experience? In a seamless or frictionless experience, a customer has no need to go to any extra effort to complete a transaction or interaction with the brand. The customer…

In the experience economy, great products and services are no longer enough to keep customers loyal. Best-run businesses know that feelings matter and brands live or die by the experiences they deliver. The problem is that eighty per cent of CEOs believe they offer a superior customer experience, but only eight per cent of customers agree. Closing that experience gap between what customers expect and what they get is challenging business leaders everywhere. So, what causes this gap? One reason is not providing omni-channel experiences that allow customers to interact how and when they want. Another is when a company’s…