Great customer experiences are intentional, not accidental. As companies, we increasingly ask our customers to interact with web sites, software systems, automated voice lines, and remote customer service. We tend to think of each of these components in a transactional way rather than designing a comprehensive experience focused on the customer's needs. Designing and building a great customer experience helps keep the customers you do have, increases the amount that each existing customer spends, and leverages word-of-mouth to bring in the customers you don’t have. In his presentation Frank Jacquette discusses the bottom-line benefits of exceptional customer experience, fundamental principles for creating happy customers, and how to implement processes and technology to deliver the experience you’ve designed.