Summary
Many firms want to differentiate on the basis of customer experience. To reach that goal, they must first define an experience that's truly differentiating and then deliver that experience consistently to every customer. Unfortunately, few firms can deliver a consistent experience today — good or bad. That's because they don't consciously direct and control their customer interactions through the business discipline of customer experience governance. This report introduces customer experience governance and provides an overview of the components of a customer experience governance system.
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