Many organisations are content with merely managing their experiences and setting better metrics as their only North Star. However, companies can and should set a more ambitious goal: understanding how brand perception and shared values impact customer experience, then using that understanding to create meaningful Experience Improvement (XI).
In his latest article, VP of CX Strategy Simon Fraser teams up with Senior Director of Research and Insights Funda Whitaker to talk about the modern experience program and how it should enable you to:
- Understand the cause of underlying issues to improve experiences
- Identify the trust drivers for your brand to maximise your potential
- Leverage your brand perception to encourage growth
- Prioritise customer relationships over transactions
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