THE BOTTOM LINE 1. Great companies see service not as a cost, but as a sales opportunity. When it comes to making a purchase, 64% of people find customer experience more important than price. (American Express)Takeaway
: Especially in crowded markets, it's a safer bet to compete on customer experience than on price.
----------2. Loyalty is driven by customer experience.U.S. consumers are willing to spend 17% more to do business with companies that deliver excellent service, up from 14% in 2014. (American Express)Takeaway
: Service is how great companies differentiate themselves from the competition and earn their customers' business, again and again.