A retail brand that invested heavily in cross-functional customer experience (CX) improvements got a surprise when it analyzed key metrics. Customer satisfaction and Net Promoter Score — two key CX metrics — hovered at pre-CX investment levels. A widespread root cause analysis identified an uncomfortable truth: Marketing was not as collaborative as it needed to be to push forward a cross-functional initiative.
June 11, 2019
Document the customer journey from the perspective of one customer to identify all the potential touchpoints.