In order to leverage the customer experience to create and maintain a competitive advantage, companies must:
Establish active leadership. Leadership, all the way to the top, focused on creating exceptional customer experiences – and holding the enterprise accountable – is a minimum requirement.
Eliminate the degrees of separation. Closing the gap between employees and customers creates a customer-focused culture that lends itself to continually improving the customer experience.
Embrace the power of “and.” Companies must address existing issues AND predict unknown customer needs by capitalizing on new opportunities and areas of customer focus.