Businesses of all kinds are grappling with the new reality that customers expect seamless experience. The website or mobile interaction is the brand. The in-store experience is the brand. Service is the brand. All touch points along the way contribute to a cumulative impression. End to end customer satisfaction should be the goal.
This paper looks at service scenarios from the customer continuum where satisfaction research has resulted in meaningful improvements to customer experience. Service delivery bears closer scrutiny in an altered environment where the customer has more control and more tools to communicate and the retailer has new tools to employ in improving the customer journey.