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  "documentTitle": "Bridging Customer Experience Gap",
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      "text": "A commitment to customer experience has never been more important, with business success increasingly defined by the ability to satisfy consumer needs and expectations. There is no room for tokenism when it comes to CX. Companies must consider root-and-branch transformation if required. They need a unified approach to ensure they have the technology, data and processes in place to underpin their CX programmes. It's easier said than done, but the right strategy needs to be in place as a prerequisite for success. With buy-in and budget from the top of the organisation essential, the business benefits resulting from a better customer experience need to be measured, communicated and emphasised, to keep up the momentum.",
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      "text": "Without the right culture in place, your CX strategy is highly unlikely to succeed. The whole organisation needs to be aligned so that the customer is at the heart of the business, with a designated customer champion sufficiently empowered to align different functions. Customer-facing employees need to be motivated and empowered to go the extra mile, with a good understanding of the importance of customer lifetime value and not just the immediate sale. It is also crucial that employees in back-end functions are aligned to a culture of customer centricity, because great customer experiences are often the consequence of slick processes and co-operation within the heart of the business. Crucially, a top-down approach is needed so that rank-and-file employees can see that C-suite executives are committed to customer centricity with a real understanding of the nuts and bolts of the customer experience, and of the related challenges the business faces on a day-to-day basis.",
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