According to the Customers 2020 Report, the customer experience will overtake price and product as the key brand differentiator by the year 2020. No matter what you sell, your customers will be making purchasing decisions based on the strength of their end-to-end journey with your company. Naturally, most companies are focused on revamping customer service processes and empowering employees to fix problems quickly. This is a sound strategy—data from Live Person found that 82% of consumers cite having their issues resolved quickly as the top factor contributing to a great customer service experience.

But what if you could prevent the problem from occurring in the first place? That’s just what Curioos, a marketplace where curated artists from 80 countries sell their original work to a global audience, is attempting to do.

The company’s augmented reality app enables shoppers to preview the art that they are thinking about buying on their very own walls. Customers can change the size, choose from a variety of frames, and obtain a view from different distances and room perspectives. Curioos has all but eliminated an issue that leads to returns and exchanges before the purchase even takes place.

Take a look at your most common customer complaints. How did the problem start? What was the first thing that went wrong? Can you fix the problem before the purchase?

Quote of the Week: “Intellectuals solve problems, geniuses prevent them.” — Albert Einstein