(Length: 14 pages)

Executive Summary (This is a document excerpt)

Companies place a high priority on improving customer experience — and they cite a lack of organizational alignment as their top obstacle to making improvements. But our interviews with experts show that there is no single organizational structure that paves the way for delivering better customer experiences. Cultural factors and internal processes matter far more than organization. Specifically, firms must: 1) build a shared understanding of how to think about customer experience and 2) put the process and skills in place to make improvements.

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