White paper – Competitor advantage

This new white paper looks at how organisations can create competitive advantage by developing a differentiated customer experience online. It covers:

• Problems with current perceptions of user experience as a tactical discipline
• Socio-economic factors which are putting increasing emphasis on digital customer experience: market aggregation; falling technology costs; brand advertising return-on-investment
• Three workstreams for developing a differentiated customer experience
• An approach for creating a vision for customer experience

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