02 — Capability · BC-460
Customer Experience & Loyalty
Shape what it is like to be a customer across every interaction, measure it, fix what hurts, and give customers reasons to stay and recommend — so retention is designed rather than hoped for.
- CX
- Customer Experience Management
- Loyalty
- Customer Retention
In scope
- Journey design and the standards each interaction must meet
- Experience measurement, feedback and closing the loop with customers
- Loyalty programs, churn prevention and advocacy
- Personalization, lifecycle communication and the preferences that govern them
Out of scope
- Handling individual support contacts and cases (see BC-450)
- Researching prospective customers and the market (see BC-410)
- Running campaigns to acquire new customers (see BC-420)
Realized by · 3
- Salesforce · Marketing Cloudstrong via BC-460.40
- Salesforce · Data Cloudpartial via BC-460.40
- Okta · Customer Identitystrong via BC-460.40
Used in · 1
- Shelf-to-Basket · 05 Sell & Take Payment via BC-460.30
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 5
- BC-460.10Journey Design & StandardsMap the journeys customers take, decide which moments matter most, and set the standards every team touching a journey must meet, so the experience is designed end to end rather than function by function.
- BC-460.20Experience MeasurementHear from customers after interactions and over the relationship, connect what they say to what happened, and follow up with the ones who told the organization something was wrong.
- BC-460.30Loyalty & RetentionKeep customers longer and make the best ones more valuable, through loyalty programs that reward the right behavior, early action on churn risk, and customers who bring in other customers.
- BC-460.40Personalization & Lifecycle EngagementTreat each customer according to who they are and where they are in the relationship — the right message, offer or action at the right time — within the preferences and consent they have given.
- BC-460.50Experience ImprovementTurn what measurement reveals into fixes that ship, prioritized by customer impact and tracked until the measure moves, so the feedback program produces change and not just dashboards.