ABSTRACT
Nearly every company seems to believe that its customers are placed as a top priority in its organization. Specifically, it has been reported that more than 80 percent of companies believe that they deliver a superior customer experience.1 However, in reality, studies show that only 8 percent of their customers agree,2 and the situation is likely to become worse as companies continue to feel the pressure to reduce their costs. Yet, customer experience has been, and continues to be, a great way for a business to distinguish itself in the crowded marketplace.
