Every customer experience (CX) leader needs a CX Maturity Model. What is a CX Maturity Model? A CX Maturity Model is a framework that identifies the different areas of development that CX requires, along with key milestones in each area. Why do you need one? Without a model, CX efforts can become a bunch of […]
Apple has removed the word “store” from the names of its retail locations. This suggests Apple may be thinking about itself less as a product company and more as an experience brand. This video analyzes the significance of this change and gives you a look at the retail customer experience at the new Apple Union Square in […]
Customer experience is one of those terms that mean different things to different people. Like “brand,” “marketing,” and “customer centricity,” the understanding and practice of customer experience varies greatly depending on who you ask. What is customer experience? Customer Experience Definition I define it as the sum of all interactions a customer has with […]
From What Great Brands Do: Executing on the brand strategy with excellence throughout the entire customer experience builds brand integrity and impact. 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 […]