The universal objective of Customer Experience (CX) design is to deliver exceptional interactions that quick-
ly transition prospects to customers; drive loyalty and customer penetration; and ideally, reduce or optimize internal costs when delivering those experiences. The means to those ends are much more complex, and identifying where to prioritize limited resources to pursue those ends is even more challenging.

There is no one right answer to how organizations should address enterprise CX design. Approaches differ based on investment capabilities, CX maturity levels, customer journey complexity, persona diversity and many other variables. Every company is unique, and different ap- proaches are appropriate for companies with differing levels of strategies, objectives, and situations.

But all organizations should ensure that their technology design approaches are not myopic and are not influenced by product capabilities of the systems that they have purchased. It is easy to get caught up in technology features and vendor roadmaps and lose touch with cus- tomers’ actual experiences. There are two approaches that help reinforce a customer centric perspective that should be in considered: Journey Mapping and Service Blueprints.