1. Failure to link customer experience strategy to brand vision
It’s incredibly tempting to overspend on customer experience in an effort to delight customers every time. But, before a customer experience strategy can be developed, the company’s vision and brand promise must be understood. First determine if the company is primarily a service, product, or price leader. This question will shape what customers expect from the company, and ensure the right actions are taken for the company and the customer.
2. Not linking customer touch points to business process
In order to fully integrate customer feedback, the customer interactions should be mapped to …