Mapping customer interaction with your brand is key to better service

02/9/2012 | Inc. online (free registration)

Improving customer experience comes from breaking down the process of each interaction the customer has with the company and analyzing it to find out not only how you want that interaction to make the customer feel, but how the customer actually perceives it. Using the example of an online registration form, Amy Buckner Chowdhry walks through the steps for mapping each interaction point, deciding what kind of emotion each point is supposed to inspire -- such as confidence that the form can be completed easily -- and then following through by designing the registration form in a readable and hassle-free manner.

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