Brands that fail to think about and act on customer service and customer experience in today’s competitive market will lose out to someone who is doing so. That said, there’s a difference between the two: while customer service relates to an action and is more transactional, customer experience is about the emotion created every time a consumer interacts with a brand; which makes customer service just one element of the entire customer experience. Like any other part of the business strategy, great customer experiences are not incidental, they are planned for and executed. Designing customer experiences requires a thorough understanding of customers and what is important to them. This is where big data, if mined correctly, proves hugely valuable by predicting and personalising customer experiences with creative and innovative execution on insights. There are three crucial factors to consider when designing compelling customer experiences – golden rules, if you will. The first is con...

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