Mention the importance of customer experience (CX) to nearly any business leader and they will immediately start nodding in agreement. In fact, many organizations have several CX initiatives in flight at any given time, complete with task forces, roadmaps, performance dashboards—the whole nine yards. Yet when it comes to curating a CX that supports the organization’s brand promise, aligns with customer and employee expectations, and distinguishes it from the competition, most companies’ efforts fall well short of expectations. 

Why? Because CX is a cross-functional, interdisciplinary pursuit that spans an organization’s operating model and is heavily influenced by its brand and culture. In short, CX—and its partner in crime, brand experience (BX)—impacts every aspect of a business. Nailing something that expansive and amorphous is hard. Really hard.

The good news: We’re with you. To help you reframe, rethink, or even just re-energize your approach, we’ve launched a video series we’re calling Short and Sweet: Plain Talk on Customers and Brands. In this series, Eileen Bartholomew and I call out common pitfalls, highlight the opportunities, and identify practical actions. If any of these topics resonate with you, don’t be shy—feel free to reach out with questions, feedback, or both. We look forward to keeping the conversation going.