n Journal of Contemporary Management - The total customer experience as a sustainable strategic differentiator




The total customer experience is a sustainable and relevant strategic differentiator in all industries today that interact with customers. The sustainability and relevance lie in the fact that the customer experience evolved over time and encompasses previous potential differentiators.

Through literature review, this article provides an overview of the evolution of the total customer experience and depicts the fact that a total customer experience encompasses other differentiators that industries identified as potential differentiators over time, leading to sustainability.


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