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As the world changes which customer touchpoints become critical differentiators?

The world is becoming flatter and flatter.  With the advent of advanced technologies, global markets are now local markets.  As a customer, you can get pretty much get anything from anywhere.  As a business, you need to compete with more and more players than before.  This means that differentiating yourself from your competitors becomes increasingly difficult.  No longer is one feature or function enough to sway a buyer.  Customer experience has become more and more important to not only win new customers but retain existing ones.  With our flatter world, which customer touchpoints do you think have become increasingly critical in garnering new business while protecting existing business from competitive encroachment?

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