By Charlene Li, with Aubrey Littleton and Omar Akhtar
Despite customer experience being a top priority for the C-suite, few organizations have a coherent strategy that aligns customer experience against business strategy and then across departments. Our research found that the key is to use relationships as the foundation for a next-generation customer experience strategy, with touchpoints and journeys remaining practical necessities. The strategy must prioritize experiences that create relevance in the relationship that, in the end, drives business results.
This report describes how to develop a strategy that starts by understanding the maturity of your experience strategy, and your execution capabilities. From there, it includes a four-step process for creating an experience strategy:
- Understanding the next generation customer on a continuous basis.
- Creating a vision and guiding principles that connect experience to relationships.
- Prioritizing experience initiatives for relevance.
- Aligning the organization for execution.