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Is it better to go for that lasting impression in customer experience that really delights or to fix something that is broken?

Barbara fredericksonDaniel kahnemanMaksim shebekoHarley manningDan heathKerry bodineRandy larsenBruce temkinXm instituteCorporate executive boardPeak end ruleWhy certain experiences have extraordinary impactData science is keyHarvard business reviewPutting customersWest monroe