Most CX leaders are running their organizations on lagging indicators. NPS scores. Churn reports. Support ticket volumes. By the time those numbers move, the damage is done and the customer has alread
Before and after customer engineering is stubbing in practice. Companies that intentionally manage customers interactions in targeted customer lifestage channels, generate lift, ROI, frominteractions the customer would experience anyway, but the customer is welcomingly surprised at the choreographed experience from what was traditionally a passive interaction, a login, a delivery box, an invoice becomes an "event".
Before and after customer engineering is stubbing in practice. Companies that intentionally manage customers interactions in targeted customer lifestage channels, generate lift, ROI, frominteractions the customer would experience anyway, but the customer is welcomingly surprised at the choreographed experience from what was traditionally a passive interaction, a login, a delivery box, an invoice becomes an "event".