Todays customers realize they arent always treated the same as all other customers. Some customers get VIP treatment and special offers, while many others dont. Customers understand the difference and realize that companies are simply rewarding customers that deserve it a little more. You can learn more about this idea in a talk at Google on customer centricity found here.
Thats where customer experience comes in. Different customers have different kinds of relationships with brands. Fader uses the example of Stitch Fix, which offers a completely different box of clothes to each customer to create a one-of-a-kind experience. As technology and personalization continues to improve, Fader says that customized approach will become the rule more than the exception.
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