A customer experience vision and principles are powerful communication devices to inspire, unite and educate people across the business on a one-company experience that’s distinctive and delivers value.

The fundamental step in developing a customer experience strategy is to firstly understand the needs and expectations of your customers in pursuing an organizational change in the way your business provides services to its customers. A customer experience vision defines these aspirations and why they matter to your customers.

The intention is to make a difference in customers’ lives.
• The customer experience strategy must be grounded in customer insights.
• The CX vision will guide the strategy.
• It should align with the corporate vision, values and brand promise.
• The strategy must be specific to your business to drive competitive advantage.
• Galvanise with the power of collaboration to promote buy-in and ownership.
• The customer experience vision cannot be ambiguous or vague.
• If the statement is to be sustainable it should be simple, clear and compelling.
• Embed the CX vision with guiding principles to inform day-to-day decision making.

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