An interesting article that shows why it’s so important to really understand the gap between expectations and experience http://customerinnovations.wordpress.com/2008/12/04/urgent-short-term-retention-a-swarming-approach-to-keeping-customers-during-recessionary-times/

“When we recently surveyed 362 firms, we found that 80% believed they delivered a “superior experience” to their customers. But when we then asked customers about their own perceptions, we heard a very different story. They said that only 8% of companies were really delivering.” (Closing the delivery gap by Bain & Company)