Why a Great Company Story Begins With Technology

PHOTO:
Igor Ovsyannykov

A company’s culture is as great a story to tell as any product narrative the marketing department can create.

Customer experience (CX) doesn’t start with the product after all, it begins with the first interactions people have with a company, which typically take place long before they buy anything. A toxic culture can lead to bad reviews and, in some cases, bad headlines. In a world where anything has the potential to go viral, having a story to tell about a culture of customer appreciation is vital.

While most companies strive to put the customer first, it’s easier said than done. According to a 2016 Forrester…

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