What exactly makes a great customer experience?
Sometimes, it seems the answer is companies that deliver hassle-free encounters. (Think Amazon, where you can seamlessly order just about anything and it arrives at your door, or The New York Times, with its frictionless auto-renew process.) Other companies excel by delivering choreographed, immersive customer journeys. (Think about the experience of visiting a Disney theme park, or an IKEA warehouse.)
But what do customers believe is more important? Do they prefer companies to focus on the experience design, or on flawless delivery and execution?
To find out, we asked 4,500 U.S. consumers about 134 …
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