What's The Right Customer Experience Strategy?

Most companies lack a customer experience strategy. As a result, their leaders struggle with decisions about funding and prioritizing projects meant to improve customer experience at the enterprise level. To craft their strategies, customer experience leaders should start with their firms' overall strategies, which define competitive positions and set customer expectations of the brand. To illustrate this approach, we describe three customer experience strategies that align with Michael Porter's generic company strategies: 1) self-service optimization for cost leaders; 2) proactive guidance for product or service differentiators; and 3) tailored intimacy for segmentors.