Customer Experience and Engagement is often overlooked as a core strategy and and forgotten as purpose for businesses, when it should be considered the fundamental brand purpose to deliver it. If not the customer, then what really matters?
It’s tempting to fall into a pattern of focusing purely on operational problems and to lose sight of the fact that the customer is the boss. The customer makes or breaks the business and we should make it our entire business to know what they want, anticipate their needs before they fully realise what they are and deliver it delightfully through all functions and processes. More than ever before, this is the primary function of business.
CXE – Customer Experience and Engagement
Critical CX is not just Customer Experience. We extend it to the Customer Engagement too because the engagement, constant and consistent contact, support and collaboration with our customers is how we find out their expectations. It’s also how we can help to shape those expectations. Today’s business and tomorrow’s iconic brand needs to master right away the importance of CXE and put in place the frameworks to map and refine the customer journey with the influence of the customer and fulfilling their expectations and our promise at the heart of our business game.