Throughout the journey of customer experience, there are things a company must get right separately and then combine seamlessly in order to achieve customer centricity. 

In this CX Network article, Gert Laursen, Senior Business Developer at Nordea Bank, discusses what finance companies must do in order to provide the best customer experience and use it as a competitive differentiator.

The customer experience wheel consists of six elements or organisational perspectives that must be managed in order for an organisation to compete successfully on a customer experience level. A last and seventh element is that these 6 perspectives actively have to be brought together and aligned to get the full benefits, which we can entitle Integrated Customer Experience.

In the following 7 sections, Gert will present the six perspectives one by one, analyzing what a low and high degree of service culture looks like in each area and finally, how all sections should be aligned as the last perspective. Try as you read through the 7 texts to score your own organisation from 1 to 5 on where your organisation is today, and secondly what your organisational ambition is looking toward the future.