Creating an exceptional customer experience that generates revenue is critical, but increasingly challenging in today's digital world. Achieving this involves new cross-functional relationships, breaking down departmental silos and encouraging everyone in the team to play their part.

Companies that have enabled this approach have seen a significant improvement in customer experience, resulting in lower churn and increased spending levels. The key to success is to create a company-wide culture, from the top down, that actively supports collaboration and addresses customer experience concerns.

This is achieved by building cross-functional teams and using feedback loops to ensure that everyone receives negative feedback to increase accountability, as well as collaboration to improve the customer experience. Finally, investing in tech is great, but collaboration is key to customer success.

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