This report highlights the challenges companies face in developing an excellent customer experience (CEX). The lack of clear accountability at the board level and assumptions about customer preferences can lead to organizations investing in the wrong areas and missing revenue opportunities. To address this, Arthur D. Little suggests a multi-disciplinary team approach that combines customer experience, asset management, and operations with digital strategy and transformation. Linking CEX with CRM and asset management allows for personalization of the customer journey, improves investment decisions, and better manages disruptions. The report provides key considerations and a four-step process to enhance CEX for customers.
