Why Read This
Nearly 75% of customer experience leaders say their firms' goal is to differentiate on the basis of customer experience. Despite that aspiration, only 3% of companies succeed in delivering an excellent experience — one that would set them apart from competitors. Why? Many firms take a narrow perspective, pigeonholing customer experience into a particular department or division. They fail to appreciate the larger ecosystem of employees and partners who must work in concert to achieve success. Differentiation based on customer experience requires customer experience professionals to have a plan to orchestrate the players within a customer experience ecosystem, which includes: 1) understanding the current state; 2) envisioning the future experience; and 3) aligning activities.