The degree to which companies take the long view and commit to customer experience investment can and will determine their survival. It is for this reason that the Leapfrog Marketing Institute has deepened its research to explore customer experience development and planning in our past two studies.
Shifting from a product focused company to a customer-aligned organization changes how a company must operate. “It requires a bit of a leap of faith and having the right controls in place,” according to Wadler. “Companies are competing against their customers’ expectations, less against their competitors.”