In the top level we enter details about the overall brand experience we wish to create. That could be the business purpose, mission or overall goal for customer experience. For example, here are a few from well-known businesses:
The needs of the patient must always come first – Mayo Clinic.
To create value for customers and earn their lifetime loyalty – Tesco.
Always look after the customers and the business will look after itself – Lakeland.
To make people happy – Disney.
To become the best in the world at personal banking – First Direct.
In the next level we write what we consider would ...
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