Customer Experiences still vary greatly, both between and within businesses. Customers are still treated in a transactional way, instead of a process that actually has a lot more emotional complexity to it. Loyal customers are the key to success, and organisations are understanding more and more that the way to build loyalty is to generate an emotional and personalised experience for their customer base to ensure they truly feel valued. This can be tough, and with board buy-in tougher than ever before, it can be hard to justify spend and time on such initiatives. However, crack it now and you’ll have a competitive edge that will propel your business to success. A must read!