Technology is an integral part of improving the customer experience, yet, it is mostly relegated to the end of chapter one (Increased Use of Technology). Statistics for online purchases is from 2018. There is little discussion of monitoring social media using software such as Sprout Social. Social listening is discussed in Chapter 4, but it is very brief. You want to measure customer sentiment through social media, conversions on your website, bounce rates, pageviews, etc.
The same is true about onboarding through email (Chapter 4). How do you improve the customer experience on a website (Hotjar for heatmaps and Google Analytics for navigating the site)? It discusses telecommuting from the pre-Covid perspective. How do you manage a remote workforce through Zoom? Under telecommuting, it discusses CRM software. CRM should be detailed throughout the textbook.
The text focused on the traditional customer experience. The chapter include: customer service representative, managing a customer service team, contact center, etc. It is focused mainly on telephone interaction between the company and the customer.
The chapter talks about telling a friend about the poor experience with a friend. This occurs, but reviews online are more impactful (e.g., social media, review sites, etc.).