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For Customer Experience Professionals
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March 31, 2006 Culture And Process Drive Better Customer Experienceswith Harley Manning, Caroline L. Carney |
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Executive Summary
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.
TABLE OF CONTENTS
- Firms Face Barriers To Improving Customer Experience
- Thought Leaders Say Culture And Process Trump Organization
- Design-Centric Cultures Provide An Environment For Success
- Business-Centric Design Processes Enable Success
RECOMMENDATIONS
- Leverage The Business Value Of Design
- Supplemental Material
- Related Research Documents
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