Customer Experience has become a buzz word, but the reality is that companies are using it interchangeably with other terms and that is creating confusion for what these roles are and what they should be doing. Some of this is due to how mature an organization is from a Customer Experience maturity level and at other times it is a lack of understanding or alignment on what Customer Experience is.
The reality is you need to understand the full journey the members are taking and what they want their ideal experience to look like, so that you can create an institution the prospective members want to be a part of.
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