A Better Way to Manage Customer Experience
基于苏格兰皇家银行的经验，本文提出了一种有效界定和管理客户体验的方法，识别常见陷阱，并指导企业如何着手改善客户体验。
Customer experience is heralded as the competitive battleground; however, it is defined so broadly that companies often struggle to define, implement, and measure it. Based on the experiences of the Royal Bank of Scotland, this article develops an effective approach to scoping and managing customer experience, identifying typical pitfalls, and providing guidance to organizations trying to understand where to start.