The best and worst customer experiences stick with you, either making your day or ruining it. Think about it. You’ll always remember the waiter who, without you even asking, removed an item from the bill because it came out cold. But just as much, you’ll never forget the customer service rep who, after you waited on hold for 45 minutes, grumpily denied you a well-deserved refund for a faulty product. It’s no wonder that businesses with the best customer experience strategy create the most faithful customers.

Many companies think they only need to create quality products that customers need and — voilà — customers will be loyal. While that’s part of building a customer experience strategy, it’s not the whole story. A customer experience strategy considers all interactions customers have with your company at every stage of the customer journey.

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