Providing an amazing customer experience has become a top priority for companies today. Facing ever-increasing competition, companies must focus on their customers’ experience and provide them not just great service, but an unexpected experience that creates strong advocates for their brand. The ease with which customers can choose to leave one company and buy from another company is a threat even to businesses that have a long-standing customer-base. With the power on the buyers’ side, it’s more important than ever to keep current customers happy. It’s critical to understand who those customers are and what they expect from your business.