In the changing world of business, to survive, businesses must evolve toward an increasingly customer-centric model. They must listen to their customers, not only to maintain a consistently high quality of service, but to identify unmet needs that represent new revenue opportunities-before their competition does. To address the growing complexity of the value chain in a global market, companies must increasingly rely on partners, suppliers, and outsourcing to manage segments of the customer experience. This creates its own set of potential problems, including inconsistency, lower quality, and lost visibility to some customer interactions. Businesses need to extend their customer management programs to collaborate across the value chain and involve both suppliers and partners in improving the customer experience.

It is essential to foster a culture where customer experience is the top consideration of every team member. This requires not only the right tools and processes, but also recognition of the importance of collaboration and communication with customers and partners.