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Why Internal Branding is Central to Customer Experience Management

Why is it that only 12% of customers judge specific leading suppliers as extremely customer-centric (CMO Council Customer Affinity study), while 56% of those same suppliers think of themselves as extremely customer-centric? Possibly because of the way we tend to narrowly define customer experience in the first place, and our human nature to view customer-centricity from our own – rather than the customer’s — perspective.

It Takes a Village!
Customer experience is broad — it represents the customer’s journey from realization of a need until the need no longer exists. As such, widespread involvement throughout an organization is essential in Continue reading