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Setting a Vision and Defining Objectives for Customer Experience

1.1 From Customer Insights to Organizational Direction

1.2 What Is a Customer Experience Vision?

1.3 Turning a Vision into Strategic Objectives

1.4 Characteristics of Effective Customer Experience Objectives

1.5 Creating a Shared Direction Across the Organization

Identifying Strategic Opportunities for Improvement

2.1 Every Customer Problem Is Not a Strategic Priority

2.2 Where Do Strategic Opportunities Come From?

2.3 Customer Problems and Strategic Priorities Are Not the Same

2.4 Evaluating Opportunities from Both Customer and Business Perspectives

2.5 Prioritization Is an Ongoing Process

Integrating Customer Experience Goals with Brand Values

3.1 Every Experience Says Something About the Brand

3.2 From Brand Promise to Customer Experience

3.3 Consistency Builds Trust

3.4 Recognizing Gaps Between Brand Values and Customer Experiences

3.5 Customer Experience as an Expression of Organizational Identity

Resource Allocation and Budgeting for Customer Experience Initiatives

4.1 Customer Experience Requires More Than Good Ideas

4.2 Understanding the Resources Behind Customer Experience Initiatives

4.3 Why Executive Sponsorship Is Essential for Customer Experience

4.4 Understanding the Relationship Between Investment and Customer Value

4.5 Common Challenges When Implementing Customer Experience Initiatives

Roadmaps, Milestones, and Continuous Evolution

5.1 From Strategy to Action: The Purpose of a Customer Experience Roadmap

5.2 Why Milestones Matter

5.3 Implementing Change Through Phases

5.4 Customer Experience Strategy Is Never Finished

5.5 Building a Long Term Customer Experience Capability

Module 2: Creating a CX Strategy

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