Can Customer Experience Create Sustainable Competitive Advantage?

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Sustainable Competitive Advantage > Forum > Can Customer Experience Create Sustainable Competitive Advantage?

Can Customer Experience Create Sustainable Competitive Advantage?
sumit bhattacharya
Amazon sell books (well they started with books)...Zappos sell shoes (well they started with shoes)... Neither make what they sell... Neither sell anything unique or competitively superior. Yet both dominate their respective business spaces. From Amazon's cutting-edge analytics and technology enabled customer engagement process to Zappos' fanatical and innovative focus on personalization what becomes abundantly clear is the fact that while products and markets will continue to change, what will always be constant is the leverageable value of customer experience. That is why it is my submission that customer experience can be a viable enabler of SCA. The simple fact is that today almost no one has to buy almost anything from one particular source of supply. What is even more significant is the fact that with the rapid percolation of social media the ability of a business to directly attract customers is decreasing exponentially - research shows that about 80% of consumers trust peer (...) Read more? Sign up for free
 

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