Sue Duris, director of marketing and customer experience at M4 Communications, comes into the studio to talk about the similarity and differences between customer experience, customer success, and marketing. We started with customer experience. Sue says her favorite definition of customer experience comes from Forrester, which says that it's every interaction or touchpoint a customer has with your brand. Every. Interaction. Bill had to ask, "Doesn't that include the experience our customers have when we send them invoices? What if the invoice looks like we created it manually. What if it was sent from a "no-reply" email address? What if the customer has a question about the invoice and no one gets back to her? Does the accounts receivable manager need a promotion to customer experience manager?" These are the kinds of questions we talk about with Sue on this episode of Helping Sells Radio.
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