Your product must be good–that’s a given. But if you’re going to win, it’s about the experience.The best brands understand that when it comes to offering a product or service, delivering competently on the basics is just the cost of entry: It’s necessary but not sufficient.Customers have higher expectations. They’re looking for something that makes your company stand out as a little bit above average. In b-school vocabulary, these are called “customer touchpoints,” and if done poorly they can send potential buyers fleeing to other brands.Consider cell phone companies, for example.
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