Most brands struggle with customer experience, because different teams are responsible for different touchpoints, and they commonly operate in silos. This is the eternal dilemma of change:

If customer experience is to improve, someone has to own it.

If someone owns it, no one else takes responsibility for it, so it gets pushed down the priority list…

It doesn’t have to be this way.

Simply put, customer experience is the customer’s perception of how a brand behaves, based on all their interactions with it. It’s the brand promise, delivered, and it has the power to transform businesses. The customer experience should have internal and external coherence and integrity, both digitally and in real life.

Read more with Hall & Partners.