Customer Experience Manual, The

Chapter 4

Where are you? What do you want to deliver?

This chapter looks at how companies can undertake a quick assessment of the current state of their customer experience, set targets for where they want to get to and ensure that there is the required alignment within the business both vertically and horizontally.

The first step in any customer-based work is to ensure that your company is very clear, top to bottom, on the actual experience that you want to deliver to your customers; you can then assess how well you are actually delivering that. By looking carefully, but quickly, at the customer interactions and at the resources in place today you can ensure that activities and resources align in delivering that experience.

So you need to ...