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Reactive vs Proactive Customer Experience Improvement

  • Broadcast in Marketing



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Interview with Anu Ranganath, Cisco Systems Global Customer Engagement Program Manager for Quality Initiatives. Customer lifetime value is greater for firms that focus more on proactive customer experience improvement. Why? waste from reactive approaches is reduced and organic up-selling, cross-selling and positive word-of-mouth are increased. (13:00; this interview is highlighted in the article: Customer Experience Management Prevents Hassles.)

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