1 Why the customer experience matters
2 Why customer experiences aren’t improving
3 The ten principles behind great customer experiences
4 Great customer experiences strongly reflect the customer’s identity
5 Great customer experiences satisfy our higher objectives
6 Great customer experiences leave nothing to chance
7 Great customer experiences set and then meet expectations
8 Great customer experiences are effortless
9 Great customer experiences are stress free
10 Great customer experiences indulge the senses
11 Great customer experiences are socially engaging
12 Great customer experiences put the customer in control
13 Great customer experiences consider the emotions