To have an experience with a brand that leaves you thinking “They get me” is a distinctive event, especially when it is repeated. You remember it. You talk about it. You form an affinity to the business and brand. You also know it did not happen by accident. It was architected and executed by a culture fixated on creating a remarkable customer experience.

As the business world recovers from the collective disruption of a global pandemic, it is time to reanimate the customer experience with new breadth and depth. It is imperative to build back  a business that will sustain through the certainty of future disruptions and thrive in fluctuating business climates.

How do you evolve your business and imbue your culture with a customer-centric ethic that  actually modifies your organizational DNA? Begin with a clear understanding of what customer  experience is and what it is not. It is not customer service.