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PHASE 2: Customer Experience GOVERNANCE

    PHASE 2: Customer Experience GOVERNANCE

    To launch and maintain a successful customer-focused culture, a top-down philosophy of governance is critical. Clearly defined Customer Experience governance will assure a sustainable, long-term shift instead of a short-term fad.


    Provides the C-Level authoritative stamp on a major cultural initiative. For many companies, Customer Experience is hard to measure and is therefore considered a high-risk, “touchy feely” trend. But Customer Experience is proven to result in higher retention rates and customer lifetime value.


    1. The company has invested in Customer Experience by creating an organization specifically to design and execute Customer Experience.

    2. The company has a Chief Customer Officer (CCO) or Chief Experience Officer (Customer ExperienceO) to lead Customer Experience.

    3. You have dedicated resources that will focus on Customer Experience Design.

    4. You have a Customer Experience core team that includes key leaders from Product, Marketing, Sales, and Customer Success.

    5. The goals and objectives of Customer Experience are agreed upon by all functional leaders starting with the CEO.

    6. You have finalized a Customer Experience design document that outlines the what, how, why, when, and where of Customer Experience.

    7. You follow a user-centered approach to how you design your Sales & Marketing approach to the market.

    8. You have a plan to talk to real people to uncover both known and unknown user needs.

    9. You have defined the ideal Customer Experience that you will strive to attain.

    10. A communication plan and long-term design roadmap exist and have been communicated to the company.


    • Customer Experience Functional Alignment Plan

    • Customer Experience Org Design

    • Customer Experience Charter

    • Design Thinking Methodology

    • Customer Experience Long-Term Roadmap

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