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For many organizations, the coronavirus crisis will cause them to rethink how customers interact with them and how they experience these interactions. “Organizations that have always given thought to their customer experience have been less affected by the crisis than organizations that only recently started thinking about this”, says PwC expert Berry Driessen.
Customer experience is not only about the direct, online or physical, contacts, but also involves the indirect contacts, such as opinions of others via reviews, blogs or social media. It relates to all steps in the customer journey. Berry Driessen: "If the crisis has taught us one important lesson, it is that really stepping into the customer’s shoes is becoming increasingly important.”