Culture is not executives talking about high level strategy. Equally, it is not your Brand Book. The language surrounding business strategy and brand management assumes a certain level of business acumen not required of every position in an organization. Strategy and branding are business management tools.
Today, brands are focused on establishing a relationship with customers and look beyond the activity-based process of winning the customers’ hearts. This new outlook has also evolved the customer experience metrics that matter most than ever and will continue to drive the organizations’ customer-engagement operations.
Customer Experience Is Gaining Traction. The vast majority of customers say they prefer to buy from companies that treat them like people rather than numbers. Not just that — they also like buying from companies that care to understand how they use their products and service