Throughout my career as a customer experience (CX) practitioner, I’ve seen brands make the same mistake time and again by believing that metrics alone improve customer experiences and loyalty. Too many organizations are content with merely managing their experiences and setting better metrics as their only North Star.
What I’m here to demonstrate, though, is that 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).
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