Today’s customer understands they now have power. They now expect more than just a product or a service from you. They expect a relationship that is on equal term and they expect to be at the center of your world. And your company needs to put them there.
As the marketplace becomes more crowded with products and services, it is becoming much more difficult for companies to stand out amidst the clutter. In the past, how you packaged your product was extremely important, as well as the messaging around it. These elements are still critical, but now you also need to offer the customer a positive, unique experience.
The customer experience is a blend of a company's physical performance and the emotions evoked, intuitively measured against customer expectations across all touch-points. This means that every time a company and a customer interact, the customer learns something about the company that will strengthen or weaken the future relationship - and with that - the customer's desire to return, spend and recommend.
Check out this cool video by Salesforce.com about how in this day in age, your company needs to become a “customer company” to be successful.