These days, everyone from Google to Coke is talking about customer experience. That's because they're realizing that as products and services become more commoditized, complex personal relationships with customers are now more important than ever. However, despite this awareness, the vast majority of companies continue to fall behind in their ability to move the needle on delivering a truly differentiated customer experience. The Forrester 2013 Customer Experience Index report shows that 61 percent of companies are rated OK, poor, or very poor by their customers, which is only a slight improvement of 2 percent compared to 2012.
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