How Far Does Your Customer Experience Audit Stretch?

Reading this piece from Marketing Week today https://www.marketingweek.com/2018/07/06/ben-davies-get-crm-right/ reaffirms the importance that while evolving one's 'customer experience', we need to consider not only all touch points and channels, but the supporting people and processes. How extensive do you go in auditing your organisation, so all of it's component parts are 'singing in harmony'?

It's worth reminding ourselves that 'customer experience' has been appropriated by 'digital marketing' (for the past 10-20 years) to refer to the online interaction with customers. However, in reality (and always has been) it encompasses so much more beyond the digital environments, and therefore deserves our attention and some holistic 'joined-up thinking'.

To ensure your 'customer experience' delivers, and keeps on delivering business performance it demands adopting a customer-centric approach that shapes your strategy, tactics, infrastructure, people, processes, and value propositions. It demands thinking about every interaction - face-to-face, on the phone, or online. Applying this and getting it right is what excites teams internally, and reassures customers and stakeholders of your relevance and responsiveness. And Yes, it maybe as 'mundane' as pulling down the walls between departmental silos that cause frustration to customers as they're passed from one team to another, but surely isn't that the gift that we as marketers have? To see our organisation and its offering from the customer's perspective, and applying that to meaningful, collaborative, evolutionary, sustainable development of our businesses and organisations?