“How great would it be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it?” (Smith & Wheeler, 2002). Research suggests that First Direct, a division of HSBC bank has reached this level. Companies like these prove how managing the customer experience can benefit both parties involved. The simple trick involves turning satisfied customers into loyal ones who become advocates since their satisfaction with the service makes the company the only one they would want to deal with. If you can think about any company whose logo you would tattoo on your arm, then you know that they have got it right. But how many companies can you think of?

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