“Every business would like to uncover the secret of the best customer experience. Customers have always run the business–no customers, no business–but this saying has never been more true than in the digital era. Brands that appeal to customers are those with added value, great features and an easy, frictionless experience–and we’re not talking about reduced prices here.
Here’s how most companies try to improve their customer experience: through surveys or market research, they find out what customers want or need and try to fulfill that need.
Sure, it’s important to understand what customers want and know how they want to be served, and to use this information to guide your strategy. That’s a basic business principle. The problem is that many companies have forgotten the basics–they forgot that emotions actually drive customer choices.”