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For Customer Experience Professionals

Avoid Dissonance Between Your Brand Promise And CX Delivery

December 15, 2015

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Why Read This Report

Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver reinforce each other. Companies need to make sure that brand, marketing, and customer experience (CX) align. To avoid brand and CX dissonance, CX pros and senior marketers should follow four rules, including painting a vivid picture of the intended experience and interweaving tools and techniques to enrich customer understanding.

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Table of Contents

  • Customer Obsession Requires Aligned Brand, Marketing, And CX
  • Brand And CX Pros Share Goals, But Not Tools And Tactics
  • The Four Rules To Avoid Brand And CX Dissonance
  • WHAT IT MEANS

  • Sharing Will Become A Core Competency
  • Supplemental Material
  • Related Research Documents

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