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Finding the fault lines in customer experience

Failure is a part of life.
It can affect even the most reliable and experienced organisations. Think of Volkswagen: its
whole brand image has been developed around the reliability and longevity of its cars. Every Golf buyer was purchasing
a small part of VW's solid German integrity of build and purpose. Now think of the emissions scandal and how the manufacturer has handled the problem with its customer base.

19 July 2016

We're often encouraged
to embrace failure, whether personally or in business, as a route to insight and a toughening up against life's hard knocks. If you don't fail, you don't learn, it's said, but surely it's better to avoid failure in the first place, if possible. And when it comes to customer experience fails, there are often common themes that lie behind the problem.

Too often customer experience programmes are launched with much fanfare, but without clear ownership. Without commitment from the top, and customer experience set at the heart of the firm's culture, it's too easy for the programme to slip off the radar. An effective customer-centric strategy involves the entire business, with an identifiable leader who ensures that everyone understands the objectives and the part they play in meeting customer needs. When projects fail it's often because such leadership is abs...

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