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Whether or not you plan for it, your brand provides a customer experience to your customers.

Customers collect experiences throughout their journeys with your brand, regardless of your effort, investment or intent to deliver cohesive and satisfying experiences.People base decisions based on what they experience and hear about your brand.Every experience you provide to customers can encourage or discourage satisfaction, loyalty, and advocacy.

Source: Ten Maxims of Customer Experience – Augie Ray

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