Rather than focusing solely on price-matching, brick-and-mortar retailers need to take a broader view and work to elevate the total customer experience.

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The application then analyzes the total customer experience and recommends scripts or next steps that guide the agent on the phone, and hopefully keep the customer happy.

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Apple will talk about the total customer experience.

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Only with a direct digital customer relationship can you learn from the customer in real-time, rapidly expand your total product experience, and easily offer new benefits to your customer.

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