Kraskovski

Peppers & Rogers Group about Customer Touchmap

When developing and executing customer-focused strategies, there are two critical perspectives. One is the perspective that yields new fact-based customer insight from business data to address specific business issues, called customer intelligence. The other is the view that captures the "voice of the customer," the customers' perceptions of an organization's brand promise to them along with their interaction needs and requirements, called customer experience. Both should be key components used to establish the current state and desired future state in executing successful customer-centric strategies.

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