Customer experience is a marathon, not a sprint. According to Forrester Research's 2013 Customer Experience Index, brands must constantly pay attention to the customers' ever-changing desires if they hope to make to strides in business performance.
It's an ongoing war, really. A daily cage match that never ends. And it's going on within each of us -- every man, woman and child -- each and every day.
Social psychology tells us that there are two fundamental human needs engaged in this epic, ongoing conflict. In one corner, we find Reality