Investing in customer experience is investing in company culture. If you build a culture where you keep your promises to each other, and you keep your promises to your consumers - then you have built a customer experience that is long-lasting and sustainable. Empower these individuals to create stories for your brand.
Customer experience has become a buzz-word for "creating incredible moments". These moments usually occur when someone is apologizing for something that has already happened. We know that great customer journeys start with a simple promise, and end with that promise being fulfilled to their satisfaction. That's it. No fireworks. No "wow" moments. Just consistency every day lead by a bunch of folks who care an awful lot.