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As competition and buyer empowerment compounds, customer experience itself is proving to be the only truly durable competitive advantage.And in 2016, most companies will compete primarily on customer experience.But according to Forrester’s Q1 2015 US Customer Experience Index report, only 1% of companies deliver an excellent customer experience.
A delightful thing happens when you stop relying on the opinion of the highest paid person in the room and start demanding data: you move faster. Rather than arguing for weeks, you test your assumptions and see what works and what doesn’t.
Remember that customers often lack self-awareness about their real motivations. It’s your job to uncover their unmet needs, not only by asking them but also by studying their actual behavior and involving them in the creation of a solution. That will enable you to design solutions that really are solutions, not just a response to a well-intentioned but naïve customer wish list.Conducting exploratory research at the early stages of a new project or initiative can help you discover new ways to add value to your customers.
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