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      "text": "The next sections of this report look at the core components an organisation needs to have in place to deliver a great customer experience (Section 7), with subsequent chapters focused on specific topics: culture (Section 8), technology (Section 9) and content & user experience (Section 10).",
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      "text": "While the report will be of particular interest to those working in industries covered by our consumer survey, the research is aimed at executives working across all sectors, including B2B. The research should appeal both to business leaders - including C-suite executives - and also to practitioners more involved at the digital coal-face, including with both back-end and front-end development.",
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      "text": "Section 11 looks specifically at the drivers of a great online experience, comparing how consumers and marketers prioritise different attributes, such as easy-to-access information, the simplicity of carrying out basic tasks and a personalised approach. This section also looks at how the consumer perspective on what is most important varies, depending on the type of business they are dealing with.",
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      "text": "As Figure 2 and Figure 3 show, the vast majority of marketers surveyed for this report implicitly acknowledge that there is a great deal of room for improvement, with only 15% of respondents scoring their company 9 or 10 of 10 for the online experience, and 19% giving one of the same two top scores for the overall customer experience across all interactions with the brand.",
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      "text": "The way these two brands have become so synonymous with a positive customer experience gives other brands something to aspire to. In the case of Amazon, its sheer ubiquity means that it is top-of-mind for consumers who value the convenience of being able to get everything from books and groceries to electronics and clothes from a familiar website and app delivered to their home or place of work. In the case of the John Lewis Partnership, owner of John Lewis and high-end supermarket Waitrose, the brand has a strong tradition of focusing on the customer experience and, in recent years, has invested heavily in its ecommerce operations and in-store innovations, such as self-service check-in iPads for John Lewis Click & Collect orders in 140 branches.",
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      "text": "2 https://internetretailing.net/themes/themes/john-lewis-and-waitrose-maintain-focus-on-customer-experience-despite-falling-profits-17331",
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