ABSTRACT
Optimizing the customer experience, defined as the product of interaction between an organization and a customer over the duration of their relationship, is the product of an operationally excellent company. The purpose of a business is to serve the customer needs by providing goods and services needed by the customer. A company that thinks its purpose is to make money eventually begins to believe that its bottom line is more important than the customer. Many businesses attempt to measure customer satisfaction as a countermeasure to try and remain on the correct path. Common systems attempt to assess customer satisfaction through surveys, retention rates, net promoter scores, and other mathematical scoring systems. Customer Assurance can move beyond a simple tally of satisfaction to a focus that empathizes with the customer. It will seek to understand customer needs and wants and then take a leadership position to satisfy those needs and wants.
