The Journal of Impactful Communication (TJIC)

  By Ishola Ayodele In today's competitive marketplace, businesses must continuously strive to stand out and make a lasting impression on consumers especially given that customers experience is now the new gold mine in this digital age where the ability to generate electronic word of mouth can exponentially increase sales so much so that 89% of businesses compete primarily on the basis of customer experience because we have come to know that when served with a positive customer experience, 72% of consumers tend to share it with at least six other customers . Therefore, the studies that found that customer experience is a deciding factor when customers are making purchase decisions is on point.   Having said that, many organizations often find it difficult to compete favourably in the market place because they have not been able to move their product and service above the crowded options and alternatives in the market. The reason for this is because they have not been ab...