Author Archives: Sue Morgan

Reducing Costs: The Additional Benefit of Focusing On Customer Experience

By Sue Morgan | Published: October 6, 2009
Are You Reducing Costs Where it May Matter Most To Your Customer? What better time to write this article than in the current economic malaise.  Companies are cutting costs in response to the continuing economic downturn. It makes sense to tighten the belt when times are tough.  And many companies tell us they are measuring customer [...]
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How to Avoid the Customer Transaction Trap

By Sue Morgan | Published: September 28, 2009
Buy something online or in a store, it’s a transaction.  Call a customer support center, it’s a transaction.  Companies take orders, deliver, track, evaluate, measure, and react at the transactional level. Companies that reduce or restrict communication and interaction with their customers, in the rush to cut costs and increase efficiencies, are risking their one most [...]
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Dare I Say It?. Customers are not Transactions

By Sue Morgan | Published: September 17, 2009
The Scene Think through your last purchase, the typical check out experience.  You put your purchases on the counter.  Your purchases are scanned.  You swipe your credit or debit card while your purchases are bagged. The cashier hands you the receipt.  In most cases, this transaction is handled efficiently and quickly. But Something Is Missing [...]
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