Customer experience introduction

The document discusses the myth of customer centricity and how organizations can improve their customer experience. It notes that while 75% of organizations claim to have customer centricity in their mission or strategy, complaints still exist. It defines customer experience as the sum of all customer experiences and interactions with an organization. And it outlines five key elements to improving customer experience: 1) gaining customer insights, 2) developing a customer strategy, 3) innovating customer propositions, 4) mapping customer journeys, and 5) innovating digital touch points across channels.