Why Read This
Most companies lack a customer experience strategy. As a result, their leaders struggle with decisions about funding and prioritizing projects meant to improve the customer experience at the enterprise level. Business process professionals charged with revamping customer-facing business processes can play a pivotal role in helping their organizations define a customer experience strategy and then align processes to deliver. This report summarizes the three primary strategies for experience-based differentiation: self-service optimization for cost leaders; proactive guidance for product or service differentiators; and tailored intimacy for segmenters.