The Three Waves of Customer Experience

"Profitable long-term relationships with customers depend on providing superior customer service, which is to a large extent shaped by how companies engage with customers throughout the customer journey. However, for many years the goal of both the dedicated customer service department and other employees engaging with customers was to handle customer interactions as efficiently as possible – a focus that endures. Despite companies’ insistence that their primary commitment is customer satisfaction, our benchmark research into customer relationship maturity shows that for many, efficiency remains the top priority, often to the detriment of customer satisfaction."