ABSTRACT
Customer expectations are getting higher and higher. A survey conducted in 2018 showed that the five elements that provide great customer experiences are: Quality of the service, Courtesy of the staff, Personalization of the offer, Quality of the greeting, and Competence of the staff. Difficult to aspire to wellness or cause a wow if the customer has to deal with complexities due to internal procedures or simply a lack of reflection on the customer experience. The list of the most appreciated elements in the customer experience by more than 80% of respondents: Efficiency, Convenience, Knowledgeable service, Friendly service, and Ease of payment. According to a study conducted in 2014 on behalf of American Express: “Recommendations from friends and family are the most likely to get consumers to do business with a new company. Consumers say that positive word-of-mouth is even more important than a sale or promotion.”
