Chapter 7. Risk: The Company Culture

From the onset, every customer-focused project is exposed to major differences in how the company sees things, versus the customers’ view, that can completely destroy the potential benefit of the investment.

The ideal way to ensure a winning customer experience is to design the touchpoints from the outside-in with the customers’ input. In Chapter 6 we discussed potential opportunities from doing this and the risks of not doing it. However, there are even greater risks from trying this but doing it poorly—which is a typical result of a well-intentioned customer initiative being unraveled by company culture.

What are channel touchpoints, exactly? From the company perspective these are almost always viewed as distribution ...

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