Customer experience (CX) is defined by the industry as the short- and long-term interactions and relationship between a corporation and its customers. The customer experience journey can include how a customer interacts with a company’s employees, facilities, and marketing, in both the important and digital worlds. Tactical approaches to quality tend to specialise in delivering products and services consistent with specifications. However, organizations can often increase the payoff of their efforts once they look beyond meeting specifications and seek to know and improve the entire customer experience.
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