Delivering a good CX – the tangible reality of the brand and proposition made to the customer

In a WARC Best Practice paper, How to develop an effective customer experience strategy, John Sills, a director of The Foundation, argues that many businesses are focused on the functional experience at the expense of the emotional one and that CX teams frequently end up merely fixing things when they go wrong.

Customer experience is rather more than a one-off journey mapping exercise, monthly executive meeting or complaints-monitoring report.

“The most successful organisations spend time, money, and effort deliberately designing great customer experiences,” he says. And they are “benchmarking themselves against best-in-class across other sectors, not just focused on being better than the next nearly-identical service in their own industry”.

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