smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • Jan 02 2012

What’s the biggest obstacle to implementing customer experience successfully?

'Lack of strategy' according to Forrester’s annual State of Customer Experience report 2011.

We agree, but strategy in itself - even if it is bold, differentiated and customer-centric - won’t guarantee success. Where we see most companies fail is in the execution. In our work with brands around the world we see that there is a lack of coherent thinking about how brand positioning, marketing, customer experience and employee experience fit together, and, dovetail they must if you are to be successful. Many of you will be thinking about how to execute your customer experience strategy in 2012 so let’s see what we can learn from a topical example…