It is not surprising that executives recently have focused much more on the issue of customer experience. In the 1990s, the main priority in customer service was increased efficiency. Now the customer experience must also be effective: customers’ opinions matter, and sometimes those opinions directly drive loyalty and other behavior.
As a result, internal investment has swung from market-share-led initiatives to driving profit from existing customers through retention and cross-selling. Improving the customer service experience is the new frontier of customer value exploitation and differentiation.