Creating a systematic approach to customer experience management

John Sills

Looks at how best-in-class customer experience requires an ongoing systematic approach that continually improves the areas that matter most to customers, in an increasingly efficient way for the business.

Where to start

When it comes to customer experience, most organisations find themselves taking a transactional approach, pursuing a single score - maybe NPS, satisfaction or customer effort - and reacting to issues as they arise.

This looks customer-led, but it is not a path to customer-led success. Some common practices include:

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