9. What makes them happy? The customer journey is more than the exchange of money for goods and services. Your clients are emotional beings, and people want to interact with companies and brands that make them feel good about themselves. Where are the touch points in your dream buyer’s journey where you can insert surprises, do the unexpected, be remarkable, and bring a smile to their face? Maybe it’s a handwritten thank-you note after signing up for your service, a personalised email sent on their birthday, or a free box full of company swag and cookies (who doesn’t love cookies?). Inserting
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