Page 12 - Delivering Authentic Customer Experiences

Introduction

Avoiding diminishing returns and diluted customer
relationships

An Introduction to the 7 guiding principles

Customers are seeking more personalised, authentic and relevant
experiences. Mass marketing, or a one size fits all customer
experience, deliver diminishing returns and dilute customer
relationships.

Joanna Causon, Chief Executive of the Institute of Customer Service
(ICS)

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