The March 2022 Aite-Novarica Group report on Understanding Customer Experience presents a CX framework to help organizations better evaluate and enhance customer interactions. It guides firms through cataloging experiences, assessing journeys, matching expectations, and classifying touch points using the Path-N-Feel model. The framework emphasizes measuring performance based on customer needs and segmenting journeys for targeted improvements. By aligning strategies with customer expectations and implementing structured measurement, organizations can improve satisfaction, loyalty, and overall business outcomes through a more intentional and data-driven approach to CX management.

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