17 Experts on What It Takes

to Master Customer Experience

Table of Contents
03 Introduction

04 Meet the Experts

C HAPT ER ONE
07 Great Customer Experience Is the Cost of Doing Business

C HAPT ER T WO #1
09 Social Is the Playing Field for Customer Experience

C HAPT ER T HREE
12 CEOs Need to Get On Board

C HAPT ER F OUR
15 The Essential Elements of Great Customer Experience

19 Conclusion
 INTRODUCTION

17 Experts on What
It Takes to Master
Customer Experience
Until a few years ago, great customer experience was a bonus – something
that people appreciated (but didn’t expect) when dealing with a company.
Today, it’s frustrating when a cab, beckoned with the swipe of a finger,
arrives two minutes later than expected.

Times have changed. A lot.

Customer experience has evolved from a nice feature to a requirement for

survival. In the coming years (and decades), brands across all industries won’t
win or lose based on the quality of their products or the prices they offer, but
rather on the level of experience they provide to their customers.

To understand this important topic in real, human terms, we spoke with 17

experts about the present state – and future – of customer experience.

These marketing gurus, ace content strategists, and corporate PR professionals

make predictions – ranging from the philosophical to the hyper-specific – on
the future of state of customer experience, and provide recommendations
for how brands can make their customers happy in today’s complicated world.

To learn more, read on.

© 2018 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com

4 | MEET THE EXPERTS
Meet the Influencers
david
armano
Global Strategy Director of Edelman Digital,
David Armano is recognized as an active practitioner
and influential authority in digital marketing, social
media and business strategy with an organic
following on social channels exceeding 85,0000.
He has contributed to a variety of outlets including
Harvard Business Review, Ad Age, Forbes, World
Business Forum and TED amongst others.
pam
didner
Having worked in the corporate world for 20+ years
and having held various positions from accounting and
supply chain management to marketing, Pam Didner
has a holistic view of how a company runs. She thinks
strategically and then translate the big picture into
actionable plans & tactics. Her book “Global Content
Marketing” is the first marketing book to offer a
complete process to scale content around the world.
© 2018 Sprinklr, Inc. All rights reserved.
jay
baer
Jay Baer, CSP has spent 23 years in digital marketing
and customer experience, consulting for more than
700 companies during that period, including 32 of the
Fortune 500. His current firm—Convince & Convert—
provides digital marketing advice and online customer
service advice and counsel to some of the world’s
most important brands including The United Nations,
Allstate, Cisco, and Cabela’s.
annette
franz
Annette Franz is Founder/CEO of CX Journey Inc., a
boutique consulting firm specializing in helping clients
ground and frame their customer experience strategies
in/via customer understanding. Her passion lies in
teaching companies about customer experience
and helping them understand the importance of
the employee experience to a great customer
experience. Franz has 25 years of experience in the
customer experience space, helping companies
improve customer satisfaction and retention as well
as the employee experience.
joel
comm
On the frontlines of live video online since 2008, Joel
Comm is the leading voice in live video marketing.
Whether using tools such as Facebook Live, Periscope,
Instagram or Snapchat to broadcast a clearly defined
message to a receptive audience or leveraging the
power of webinar and meeting technologies such as
Belive.tv or Crowdcast.io, Comm’s tested strategies
make him an in-demand speaker and consultant for
brands both large and small.
ann
handley
Ann Handley is a Wall Street Journal best-selling author,
keynote speaker and the world’s first Chief Content
Officer. Handley speaks and writes about how you
can rethink the way your business markets. Cited in
Forbes as the most influential woman in Social Media
and recognized by ForbesWoman as one of the top 20
women bloggers, she is the Chief Content Officer of
MarketingProfs, a training and education company with
the largest community of marketers in its category.
www.sprinklr.com info@sprinklr.com
5 | MEET THE EXPERTS
jackie
huba
Jackie Huba is the best-selling author of three books
on customer loyalty. Her most recent book is Monster
Loyalty: How Lady Gaga Turns Followers into Fanatics,
which outlines how the pop star has built a legion of
loyal fans and the lessons that business can use to build
their own loyal customers. Through her consulting,
Huba has helped leading companies such as Discovery
Communications, Whirlpool, Dell, and Kraft to create
more loyalty in their customer base.
charlene
li
Charlene Li is a Principal Analyst at Altimeter, a Prophet
company, and the author of five books, including the
New York Times bestseller, Open Leadership and the
co-author of the critically acclaimed book, Groundswell.
She was previously the Founder and CEO of Altimeter
Group prior to its joining Prophet. She is a sought after
speaker and advisor to many Fortune 500 companies.
© 2018 Sprinklr, Inc. All rights reserved.
shep
hyken
Shep Hyken is a customer service and experience
expert and the Chief Amazement Officer of Shepard
Presentations. He is a New York Times and Wall Street
Journal best-selling author and has been inducted
into the National Speakers Association Hall of Fame
for lifetime achievement in the speaking profession.
jason
miller
Jason Miller is the global content marketing and
social media leader at LinkedIn, a prolific keynote
speaker, professor of digital marketing at the University
of California, Berkeley and the best-selling author of
“Welcome to the Funnel: Proven Tactics to Turn Your
Social Media and Content Marketing up to 11.”
mitch
joel
Mitch Joel is President of Mirum—a WPP owned
digital marketing agency (formerly Twist Image).
Marketing Magazine dubbed him the “Rock Star
of Digital Marketing”​and called him, “one of North
America’s leading digital visionaries.” Joel is a past
Chairman of the Board of Directors of the Canadian
Marketing Association and a former Board Member
of the Interactive Advertising Bureau of Canada
and Postmedia.
stan
phelps
An IBM Futurist, TEDx Speaker and Forbes Contributor,
Stan Phelps has spoken at over 250 events. Stan has
spoken on every inhabited continent, in over a dozen
countries for Fortune 100 brands such as IBM, Target,
ESPN, UPS, GlaxoSmithKline and Citi. Prior to focusing
on writing and speaking, Phelps held leadership positions
at IMG, Adidas and the PGA.
www.sprinklr.com info@sprinklr.com
6 | MEET THE EXPERTS

joe mark david

pulizzi
Joe Pulizzi is the founder of Content Marketing Institute,
a UBM company, the leading education and training
organization for content marketing, which includes the
largest in-person content marketing event in the world,
Content Marketing World. Pulizzi is the winner of the
2014 John Caldwell Lifetime Achievement Award from
the Content Council and is an entrepreneur, speaker,
author and podcaster.
schaefer
Mark Schaefer is a globally recognized keynote speaker,
educator, business consultant and author who blogs at
{grow}—one of the top marketing blogs of the world.
Schaefer has worked in global sales, PR and marketing
positions for 30 years and now provides consulting
services as Executive Director of U.S. based Schaefer
Marketing Solutions.
meerman scott
David Meerman Scott is an entrepreneur, advisor to
emerging companies, and internationally acclaimed
sales and marketing strategist whose books are must-
reads for people who want to stand out, get noticed
and capture hearts and minds. He is author or co-
author of ten books (including three international
best-sellers) and is best known for “The New Rules of
Marketing and PR.”

jaimy jeremiah
szymanski owyang
Jaimy Szymanski and Jeremiah Owyang are analysts at
Kaleido Insights, a research and advisory firm based in
San Francisco. Owyang focuses on how new technologies
impact business models and how corporates must
innovate, and Szymanski specializes in research on the
impact of technology on customer experience and
digital transformation.

© 2018 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com

CHAPTER ONE

Great Customer Experience

Is the Cost of Doing Business
Customer experience has emerged as the most important priority for all
companies. According to Gartner, in fact, 89% of companies now compete
primarily on customer experience.1
#1
It’s a striking shift with an easy explanation. Consumers – connected
with each other and brands through social media – have become more
empowered than ever. They expect companies to know them and serve
them when they want, how they want, and on their terms.

To compete in this new landscape, companies must shift their focus to

making their customers happy – and keeping them happy. When they do
so, brands benefit more than they would from even the most successful
marketing campaign.

Our respondents shared their thoughts on how customer experience has

become a crucial concern for every company today, and discussed how it’s
becoming the “new brand.”
8 | GREAT CUSTOMER EXPERIENCE IS THE COST OF DOING BUSINESS
JAY BAER
The best customer experiences are marketing,
even if they aren’t intended to be so, per se. For
example, Doubletree gives each hotel guest a
cookie. It’s a remarkable customer experience. It’s
noteworthy. People talk about it. Customers love
it. It’s not a marketing initiative, it’s an operational
choice. But it stands out so much that it functions
as marketing.
89% of companies
#1
now compete primarly
on customer experience
Source: Gartner
SHEP HYKEN
The reason customer experience is an effective
marketing tool is because you’re making a
customer say “wow, I want to keep doing business
with that company.” But more importantly,
when you deliver an amazing experience, you
get people talking about you – word of mouth
marketing. Testimonial and influencer marketing
are so powerful because they allow people to
talk about how great a brand is, and that’s a lot
more trustworthy than what a brand says itself.
DAVID ARMANO
Marketing is the customer experience and
customer experience is marketing. It’s been
well reported that the role if the CMO isn’t just
relegated to advertising or traditional marketing,
and social media has accelerated the marriage
of these things. Brands are harnessing marketing
© 2018 Sprinklr, Inc. All rights reserved.
as customer experience every time they respond
to a tweet, Facebook post or something else on
social. The reverse is also true. Marketing is built
into the customer experience. Every time Uber
Eats or a similar app invites you to tell a friend to
get a discount or similar perk – they have blurred
the lines between CX and marketing.
DAVID MEERMAN SCOTT
Customer support is the best marketing
there is. If you have a happy customer, that
happy customer will continue to be your
best customer. Maybe if there’s a subscription
they will keep renewing and maybe they
will tell their friends, family, and colleagues.
It’s an important competitive advantage.
JACKIE HUBA
I think that customers are conditioned to have
low expectations about customer experience,
even as they become more connected and
powerful through social. If a brand can stand
out through the level of service it provides, it
will give people a reason to talk about it. It’s
a huge opportunity.
MITCH JOEL
We’re all part of a decentralized, connected
network that allows all consumers to access
information they’ve never had before. You used
to walk into a store and say, “What’s the best
bed?” – and the retailer would walk you through
a certain distribution channel, or offer whatever
was being promoted. Now you may walk into
that same retailer, but you’ll ultimately order
online using a lot more information.
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CHAPTER TWO

Social Is the Playing Field

for Customer Experience
Traditional customer experience is nearly extinct. Customer help hotlines
and email addresses – often slow and frustrating – have disappeared as
consumers instead opt to reach out directly to a brand’s Facebook page
or call out their issues on Twitter.

And when a brand doesn’t provide a satisfactory experience via social,

the consequences can be brutal. 75% of online customers expect a response
from a company within five minutes,2 and 95% of customers tell others
about a bad experience.3 #1
Social isn’t just a good way to provide a great customer experience
– it’s quickly becoming the only way.

The consensus of our respondents was that when it comes to customer

experience, what process isn’t becoming more grounded in social? But while
that perspective was uniform, the breadth of their predictions around
that point covered diverse territory.

Some focused on how the customer journey – and thus the tools brands
use to manage it – will become more and more steeped in social platforms.
Others spoke about the need to reach a customer base that increasingly
expects super-responsive and easily-accessible 24/7 on-demand help.

At the center of all the insights, however, emerged one undeniable truth:
the future of customer experience is going to play out on social.
10 | SOCIAL IS THE PLAYING FIELD FOR CUSTOMER EXPERIENCE

JAIMY SZYMANSKI JAY BAER

JEREMIAH OWYANG
Going “digital first” in your operations is now
table stakes. A digital culture must be infused into
every department, every customer interaction.
JOE PULIZZI
With customers having access to just about
every piece of information on the planet 24/7,
those organizations that provide valuable
content experiences via the web will be the
ones who will grow. We see more businesses
creating content brands and building their own
subscribers, getting permission to communicate
with customers and prospects on an ongoing
basis around information the customers/
prospects really want to receive.
75% of online customers
expect a response from
a company within five
75%
95% #1
minutes, and 95% of
On the customer care side, we are witnessing
a big tilt toward social (both public and private)
interactions between companies and consumers.
And as messaging apps and bots take root, that
trend will pick up even more steam.
STAN PHELPS
Customer care will become more grounded
in digital and social in the future. Cognitive
computing and the power of AI or, as Jeremy
Waite of IBM calls it, “IA as in an intelligent
assistant,” will forever change the game.
Chatbots are the new black.
PAM DIDNER
In the future economy, digital will come first.
Think about businesses like Amazon, Google,
or even your bank. Digital is the very basis of
those businesses, from operations through
marketing. User experience and intuitive design
are key not only for marketing and customer
care, but also for sales and product development.

customers tell others

about a bad experience.
Source: Zendesk, McKinsey

JASON MILLER
As attribution models become more sophisticated,
businesses will find ever-more robust ways to
link their content and social media marketing
to different stages of the customer journey –
and ultimately, to revenues. They will have a far
clearer sense of what works and what doesn’t.

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11 | SOCIAL IS THE PLAYING FIELD FOR CUSTOMER EXPERIENCE 11

DAVID ARMANO
I think one of the biggest shifts that’s still playing
out is the “on demand” mentality that customers
have. We are LITERALLY being conditioned to
get what we want, how we want it, where we
want it – all in record time. The “On Demand
Consumer” is a very real thing and only evolving
as technology evolves. Today and in the near
tomorrow, brands will still need to grapple with
their response time, quality of response, and
the ability to almost anticipate a consumer need
before they know it.

JOEL COMM
In my own experience, the brands engaging
on social are the ones who are winning. It’s
important for a brand to recognize when
it’s made an error, to fix it, and to close the
matter via social. The moment a company
doesn’t properly handle a problem over social,
and it starts going viral, that’s when you have
a problem.

“In my own experience,

the brands engaging on social
#1
are the ones who are winning.”
Joel Comm

© 2018 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com

CHAPTER THREE

CEOs Need to Get On Board

With customer experience becoming more important by the day, it’s essential
for executives to understand the new playing field and commit to providing great
experiences across all channels. Doing so is no longer the purview of mid-level
#1
“change agents” – it’s time for CEOs to steer their companies in the right direction
and do everything possible to make customers happy.

While countless brands tout their commitment to keeping customers happy, many
of the influencers we spoke with believe that executives – and CEOs in particular –
have been slow to recognize the immense importance of customer experience.

For the most part, respondents agreed that while executives may acknowledge
the need to provide great experiences, few are actually embedding this objective
into the DNA of their companies.
13 | CEOS NEED TO GET ON BOARD
ANN HANDLEY
I haven’t seen the shift from brand-first to
customer-first as much as I would like, to be
honest. When it comes to marketing itself,
there’s been plenty of progress. But the CEO
or boss is often not on board. That’s obvious
in how marketing is still often measured – based
on lead volume vs. quality, for example. Some
forward-thinking execs are on board. But there’s
plenty of room at that end of the swimming pool.
JOE PULIZZI
Executives have been slow to put their
customers first. Even though communication
behavior has changed so much over the past
10 years, most marketing departments are still
set up the same way they have been over the
past 50 years. Sure, we’ve added social media
and digital teams, but those haven’t been truly
integrated into the organization.
ANNETTE FRANZ
I have seen executives start to get on board,
but not a radical change. The shift that will
be even more important is for executives
to put employees first. Until they get hit
over the head with some hard data from their
own organizations that shows how the root
causes and underlying issues of the customer
experience stem from something going on
with the employees and their experience, this
paradigm shift is one that we’ll continue to
wait for.
CHARLENE LI
I’ve heard CEOs say they focus on customer
experience, but when you ask them what
that means and looks like, they say customer
obsession. Nevertheless, they maintain a
company-first mindset.
© 2018 Sprinklr, Inc. All rights reserved.
DAVID ARMANO
I’ve seen many brands say they’re customer-
first and include it in their corporate messaging
(internal and external), but few have this baked
into their DNA or retain it once they scale. Saying
“we’re customer-first” sounds compelling, but
the reality is that it requires a small army of
customer-first zealots at all levels. You need
it at the user experience level when digital
products are made. You need it at the customer
service level. You need it at the CEO and CMO
level. Brands have responsibilities to their
shareholders and employees to be profitable,
and sometimes being “customer-first” is an
investment and not the natural starting place.
There’s much work to do here.
“Saying ‘we’re customer-first’
sounds compelling, but the
reality is that it requires a
#1
small army of customer-first
zealots at all levels."
David Armano
JAY BAER
What I see is a change from brand-first to
customer aware. And that’s a good initial
step. Further, a customer-first focus without
concrete evidence that such a shift raises
revenue and/or reduces costs is actually
a dereliction of executive duty.
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14 | CEOS NEED TO GET ON BOARD 14

Interestingly enough, not all

influencers agreed that executives
#1
don’t understand the importance
of building a customer-first mindset.

JASON MILLER
One of the areas that you see this in B2B is the
priority now attached to sales and marketing
alignment. LinkedIn research shows that one of
the key drivers of this change is the recognition
that poor customer experience has a direct impact
on the bottom line. That’s why it’s so important
to break down siloes, and prioritize the overall
customer experience rather than each department
simply focusing on its own targets. We found
businesses that invested in deeper customer
understanding were significantly more successful
in bringing sales and marketing together.

SHEP HYKEN
I’ve heard many executives talk about how they
made this transition from chasing revenue
numbers to chasing customers and giving them
what they want. When brands create the value
proposition that’s so focused on the customer,
the customer has a hard time not wanting
to do business with them.

© 2018 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com

CHAPTER FOUR

The Essential Elements

of Great Customer Experience
Personalization. Relevance. Speed. These are just a few requirements
of a modern-day customer care program.

#1
Today’s consumers expect brands to reach them on their preferred channel,
with the right message, on their terms. And they expect this level of service 24/7.
In order to survive in this new world, brands have no choice but to meet these
heightened demands.

When it came to laying out what brands must do to provide stellar customer
experiences, our respondents offered a notable range of responses.

Some took a somewhat philosophical bent, arguing that brands must go back to
basics and identify what they stand for while understanding the true purpose of the
products they provide. Others offered more expressly actionable advice, calling for
brands to improve their employees’ access to customer data and connect disparate
departments to provide a more holistic, consistent customer experience.
16 | THE ESSENTIAL ELEMENTS OF GREAT CUSTOMER EXPERIENCE
CHARLENE LI
I think the fastest way brands can provide great
experiences is to ingrain the voice of the customer
into everything they do. It’s so easy to forget the
purpose of day-to-day operations. Let’s make it
concrete: we’re doing this for our customers.
STAN PHELPS
Two things I think are overlooked when it comes
to setting the stage for top notch customer
experience. First is truly understanding the
purpose of the company and what you want
to stand for. Purpose is on its way to become
the ultimate differentiator in business. How you
bring that purpose to life through CX is critical.
Second is understanding the importance of
the employee experience. Your CX will never
outpace the level of employee experience.
JAIMY SYZMANSKI
JEREMIAH OWYANG
Providing a top-notch customer experience requires
hyper-personalization, which is dependent on an
underlying data strategy that connects customer
data from multiple sources, departments, and
software. We’ll see companies that excel in CX hiring
data scientists and strategists who can make sense
of big data and ensure it can be quickly acted upon.
"The number one skill that's
needed today is an ability to
#1
assess technological changes
and adjust tactics quickly."
Mark Schaefer
© 2018 Sprinklr, Inc. All rights reserved.
16
JAY BAER
The biggest issue I see right now is companies
wanting to deliver better and more interesting
experiences for their customers without really
understanding much about those customers and
how they use the product or service. In the last
decade, we have traded our anthropology skills
for spreadsheets and reports. The fundamental
truth is that marketers don’t understand customers
very well these days because they rarely interact
with customers.
JACKIE HUBA
Brands have been slow to rise to the challenge
of offering a great customer experience digitally.
Some retailers, like Nordstrom, are great – they
know what I buy and send me personalized
emails. Larger companies, like Walmart and
Target, are behind and feel pressure to keep
up with Amazon.
MARK SCHAEFER
One top CMO recently said that we have an
entire generation of marketers who are faking
it right now. The learning curve is way behind
where it needs to be. The number one skill that’s
needed today is an ability to assess technological
changes and adjust tactics quickly. This has vast
implications for organizational charts, agency
relationships, and skill sets. You have to know
enough to ask the right questions.
PAM DIDNER
At the end of the day, content is king, context
is queen. It’s about telling a compelling story in
the right context.
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17 | THE ESSENTIAL ELEMENTS OF GREAT CUSTOMER EXPERIENCE
JOE PULIZZI
Those companies that understand the needs
of their customers the best will win. The only
way to get that information is creating a process
where they truly trust you. Marketing can not
just always be a demand generation center
for sales...it needs to become the underlying
business model where the customer cannot
be the best they can be without you.
JASON MILLER
The more advanced digital technology becomes,
and the more data we have at our disposal, the
more emphasis we need on sharing that data with
employees who are handling human interactions
with customers. This will increasingly take place on
social media, and so empowering your employees
as informed social media advocates is one of the
most important customer experience strategies
you can have.
STAN PHELPS
It comes down to a simple process I call 3D
continuous development. The first D is discover.
It’s about understanding who you are and what
the top 20 percent of your customers value. Those
“vital few,” according to the late Joseph Juran, will
drive 80 percent of your profitability. The second
D is design. This encompasses how you create the
experience to both add value and reduce effort. It
requires an agile approach to testing and piloting.
Once you’ve validated design you move to the
third D. The last D in this continuous process
is Deploy. It’s the process of rolling out the new
experience. Understanding how to execute
through the people and the process. Then you
measure and immediately go back to the first
D of discover. Lather, rinse, and repeat.
© 2018 Sprinklr, Inc. All rights reserved.
ANNETTE FRANZ
The CIO’s role in delivering a great customer
experience is becoming increasingly more
important as customers’ expectations rise
and the tools and technologies that drive or
facilitate those expectations advance. Without
a doubt, customers are more informed, more
empowered, and more likely to transact in a
digital mode. As they do more business with
companies without actually interacting with
a human being, more data will be available,
captured, and then need to be used to
continually create a better experience.
"Without a doubt, customers
are more informed, more
empowered,#1 and more likely
to transact in a digital mode."
Annette Franz
JASON MILLER
For a lot of larger businesses, more effective
customer marketing and customer experiences
will involve organizational change. That requires
leaders with a good sense of strategy who
can articulate a clear vision and purpose for
transformation, and help all of those involved
in delivering customer experiences to buy into
a new way of doing things.
JOEL COMM
Basic needs stay the same, but the tools we use
in order to get what we want – for customers
to get the right product, for brands to provide a
great experience – evolve over time. It’s important
to remember that while times change, people
essentially don’t – but the methods that brands
use to engage need to change.
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18 | THE ESSENTIAL ELEMENTS OF GREAT CUSTOMER EXPERIENCE

MITCH JOEL
The beautiful thing about new digital channels
and technologies is that they allow hyper-
personalization. The way brands used to future-
proof was, say, advertise every Thursday at
8:00pm across all the major networks, run ads
in top newspapers, and have a flagship store
in Times Square. That’s all been upended.

SHEP HYKEN
Well, everybody is focused on customer loyalty,
and when you think about customer loyalty, you
think about it being a lifetime customer. I think
that is a pretty daunting goal to have – it’s a great
goal, it’s a worthy goal – but what I suggest to
my clients is stop thinking about a lifetime and
start thinking about the next time. When you
focus on the next time every time, you focus on
the moment – on that customer, that particular
interaction – and the only way you’re gonna get
people to talk about you is to manage each and
every one of those interactions to a point where
they go, “I’m coming back.”

DAVID MEERMAN SCOTT

Brands need to communicate with their customers
in the medium that the customer wants, not
the medium that the brand is most comfortable
with… so that means if a customer prefers to
communicate on Twitter either by sending a
general or direct message then the brand needs
to accommodate that. If a customer wants to
communicate on Facebook, same thing.

Sources:
Gartner https://www.gartner.com/smarterwithgartner/customer-experience-battlefield/JM
1

Zendesk: https://www.zendesk.com/resources/the-impact-of-customer-service/
2

McKinsey: https://www.mckinsey.com/global-themes/customer-experience
3

© 2018 Sprinklr, Inc. All rights reserved. www.sprinklr.com info@sprinklr.com

 CONCLUSION

Entering a New Era

According to Forrester, 72% of businesses say improving customer
experience is their top priority. Given the growing CX expectations of
consumers around the world, that figure may be too low. Nevertheless,
while the prospect of keeping customers happy may be daunting, we can
safely conclude there are significant opportunities for companies to thrive
in this new world.

Accordingly, we hope the insights and advice collected above will continue
to provide all brands with a way to think about – and ultimately improve –
the customer experiences they provide.

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SECTION TITLE THE CUSTOMER-FIRST FUTURE OF CUSTOMER CARE | 20

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