Companies must align their internal modes of operation putting customers at the center of the business in order to sustainably improve customer experience. Thus, all customer « touchpoints» would be optimized coherently across the entire customer journey.

This involves real transformation within a company, in terms of:

/ Organizational design

/ Corporate culture

/ Performance measurement

Wavestone’s experience and its clients’ own input in this area offer a broad range of perspectives. This breadth is what has enabled this study to highlight the key areas of focus that can help every manager place their company on an equal footing with the leading players in an era of customer experience.