Why the customer experience matters

<table width="633" border="0" cellspacing="0" cellpadding="0"> <tr> <td width="403" valign="top"> <font face="Verdana, Arial, Helvetica, sans-serif" size="-1" color="#4c4949"><span style="font-size: 13px;">Truly understanding customer needs may not only help companies not only improve the buying experience, but also their bottom line.</span></font><br/> <a href="https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a3130303030316333717370356e656761317334&he=687474702533412532462532467777772e6d636b696e7365792e636f6d253246617373657473253246646f74636f6d2532467468652d6d636b696e7365792d706f64636173742532464d502d5768792d7468652d637573746f6d65722d657870657269656e63652d6d6174746572732e6d7033"><font face="Verdana, Arial, Helvetica, sans-serif" size="-2" color="#006699">Read more &#62;</font></a><br/> <a href="https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a3130303030316333717370356e656761317334&he=253246253246706f6463617374732e6d636b696e7365792e636f6d253246706f646361737425334670632533446d61696e2532367075253344687474702532353341253235324625323532467777772e6d636b696e7365792e636f6d25323532466173736574732532353246646f74636f6d25323532467468652d6d636b696e7365792d706f646361737425323532464d502d5768792d7468652d637573746f6d65722d657870657269656e63652d6d6174746572732e6d7033253236706e253344576879253242746865253242637573746f6d6572253242657870657269656e63652532426d617474657273"> <img src="//podcasts.mckinsey.com/x/img/podcast.gif" border="0"/></a>&nbsp;&nbsp; <a href="https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a3130303030316333717370356e656761317334&he=253246253246706f6463617374732e6d636b696e7365792e636f6d253246706f646361737425334670632533446d61696e2532367075253344687474702532353341253235324625323532467777772e6d636b696e7365792e636f6d25323532466173736574732532353246646f74636f6d25323532467468652d6d636b696e7365792d706f646361737425323532464d502d5768792d7468652d637573746f6d65722d657870657269656e63652d6d6174746572732e6d7033253236706e25334457687925