There are two critical questions that everyone involved in the organization should be able to answer:
What does your company define as a successful customer?
What is the desired customer experience?
There has been a great deal of talk over the past couple of decades on how to develop a structure whereby the entire organization is focused on the customer and the customer experience. This is in contrast to the old days, when marketing, sales, and customer service’s main focus was in creating demand, selling to, and then satisfying the customers, and others had very little involvement in the process; the back office, with human resources and accounting, was merely there to help ensure that the daily activities and ...