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The Importance of the Pre- and Post-Customer Experience

In: The DNA of Customer Experience

Author

Listed:
  • Colin Shaw

Abstract

We had been engaged by a bank in the US who asked us to redesign their loan experience in the branch. For us to be effective it is important that we understand where the experience actually begins and ends. In 95% of cases, we find this is different from where the client originally thinks. This client was no different, they had asked us to consider the experience from the moment the customer walked into the branch, whereas our view was that it started well before and continued well after leaving.

Suggested Citation

  • Colin Shaw, 2007. "The Importance of the Pre- and Post-Customer Experience," Palgrave Macmillan Books, in: The DNA of Customer Experience, chapter 3, pages 33-41, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-0-230-21081-3_3
    DOI: 10.1057/9780230210813_3
    as

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