by Linda Shea, The Marketing Insider (excerpt)

This recent article from The Marketing Insider outlines three key things shared by companies who excel in customer experience: A connected culture, data driven, and starting with a human connection. On the subject of human connection, Brian Solis weighs in on the importance of customer experience in defining a brand.

From the article:

In today’s world where executives have access to a wide array of technology and data, creating peak customer experiences is the new norm and one of the few remaining paths to exceptional ROI. As digital analyst Brian Solis stated, “Products don’t define a brand, experiences do… . Simply put, brands are increasingly defined by those who experience them.”