So, which elements must come together to spark a sustainable customer experience chain reaction?

First: Know your customer Every professional captures an array of facts about their customers. What’s often missing is the “voice of the customer” — thoughts and viewpoints that customers share through various communication channels, whether in person, over the phone, through mail, or online. It’s about capturing and analyzing the hard and soft data holistically to reach meaningful conclusions and then acting on them. When you’re in control of your data, you can influence your brand’s destiny.

Second: Forge a culture of customer excellence Forge a culture of customer excellence, where everything you do contributes to creating a consistently positive customer experience. This means cultivating and sustaining an environment in which employees at all levels feel enabled and accountable. It requires executive sponsorship, communications, tools, training, resources, and commitment. And each of these needs to be continually reinforced and refreshed.

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