The experiences your organization delivers represent some of the best opportunities to create customer loyalty. An exceptional experience typically includes a service component and resonates so strongly with your customers that it causes them to recommend you to friends and family members.

There are many interactions your organization (and brand) has with prospects and customers. These interactions take place through a variety of channels, commonly known as touchpoints. Managing the customer experience is often difficult because of the variety of touchpoints or variability in this service experience.

To help marketing and operations managers, Gelb has developed an experienced-based framework to organize customer insights and prioritize opportunities for improving customer loyalty. The final deliverable is a framework that contains the current and ideal customer experience. Marketing, operations and service improvement teams use this framework to orient the entire organization toward a common goal of delivering an exceptional customer experience.