Customer experience at Philips

Interbrand Geert van Kuyck Royal Philips Electronics Chief Marketing Officer: "Controlling the consistency of the customer experience, from the sales personnel, to product’s functions and design down to after sales service, will be the highest priority. Developing and aligning these experiences is the challenge of the coming years and requires a much more integrated and holistic approach. Gone are the days when marketers relied on messages and focused on communication alone. Communication based marketers that focus their efforts on trying to 'control or harness' the new and fragmented media landscape soon realize they cannot…the controllable is what you do for your consumer or customer."