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All companies (and procurement organizations for that matter) have a customer experience. Investing in frictionless processes, digital technologies, and value delivery is critical - but before any of that happens, it is essential to get to know the customer better, to understand what they want and what they need.

In this episode of The Sourcing Hero podcast, Host Kelly Barner welcomes Jay Dettling. Jay is the CEO of Hero Digital, a customer experience company. His background is in building and growing companies by bringing transformation and partnerships to the forefront.

In this interview, Jay talks about the importance of customer experience to a company’s customer acquisition and retention:

- What he means when he talks about the fast-growing practice are of customer experience management

- How we can better understand the human needs of our customers

- Ways that a customer experience can contribute to (or detract from) a company’s competitive differentiators

- His advice for organizations that want to understand the customer experience they are currently offering and find ways to improve it

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