How Southwest and Amazon embrace customer experience

02/5/2009 | Harvard Business Review online

Businesses increasingly recognize the importance of customer experience, but few are able to capitalize on it. "Embracing customer experience is a process, one that requires fundamental shifts in how your business behaves and is organized," says Peter Merholz, president of Adaptive Path, a strategy and design firm. As Southwest Airlines shows, you can provide low-cost service and still offer a top-notch experience.

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