|
|
Article: Customer experience: A performance driver. (Q&A).(Joe Wheeler of The Forum Corp.)(Interview)
- Article from:
- ABA Bank Marketing
- Article date:
- March 1, 2003
CopyrightCOPYRIGHT 2003 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Joe Wheeler is executive vice president of The Forum Corp. of Boston. He heads the company's customer experience practice. He is the co-author of the newly published book, "Managing the Customer Experience: Turning Customers into Advocates" (Prentice Hall).
Q: What is the customer experience?
A: The customer experience is the consistent, intentional delivery of your brand promise through every interaction your customers have with your people, processes, products and services. But in short. experience is everything. It's how your customers know your brand.
Q: Why is it so important to the financial services industry?
A: Your customers ...