execute on your brand throughout your customer experiences
In my investigations on customer experience, I’ve found that the most common mistake in mismanaging the customer experience is starting with customer data. Using data and analytics as a starting point fails to recognize the importance of coherence between customer experience and brand identity. Delivering on the brand promise, expressing the brand personality, and bringing the brand attributes to life should be the primary objectives when designing the customer experience.
I say more about this — and describe the steps in a brand-led approach to customer experience — in my latest Harvard Business Review article, 7 Steps to Deliver Better Customer Experiences. Hope you enjoy it!