CX Strategy
Define customer priorities, experience goals, business outcomes, and long-term direction.
Learn more →Visual model of how CX work gets done
The operating model shows how strategy, governance, roles, data, measurement, and improvement work together to produce better customer outcomes.
Customer Outcomes
CX StrategySets direction and priorities.
GovernanceDefines standards and decisions.
RolesClarifies ownership and accountability.
MeasurementTracks performance and outcomes.
TechnologyConnects platforms, data, and services.
ImprovementTurns insight into action.
DirectionStrategy defines where the customer experience should go.
StructureGovernance and roles create accountability for decisions and delivery.
EvidenceMeasurement and data show whether changes are improving outcomes.
ActionContinuous improvement turns insights into service changes.
Core components of a CX Operating Model
A CX Operating Model provides the organizational structure for delivering, managing, and improving customer experience at scale.
CX Governance
Establish standards, accountability, decision-making structures, and oversight mechanisms.
Learn more →Roles & Responsibilities
Clarify ownership across leadership teams, journey owners, service teams, and support functions.
Learn more →Measurement & Analytics
Use feedback, journey metrics, operational indicators, and outcomes to guide decisions.
Learn more →Technology & Data
Connect platforms, systems, reporting tools, customer data, and operational information.
Learn more →Continuous Improvement
Translate insights into actions that improve journeys, services, and customer outcomes.
Learn more →Operating models connect strategy to execution.
Customer experience strategies only create value when organizations have a repeatable way to execute them. The operating model defines how customer insights become decisions, how decisions become improvements, and how improvements create measurable outcomes.
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Methods used in a CX Operating Model
Operating models help teams clarify how decisions are made, how work is delivered, how performance is measured, and how improvements are sustained.
GovernanceDefine accountability, decision rights, standards, and oversight.
PlanningAlign customer priorities with organizational goals and resources.
DeliveryCoordinate initiatives, projects, services, and experience improvements.
MeasurementTrack customer outcomes, operational performance, and business impact.
ImprovementPrioritize actions and continuously optimize customer experiences.
Customer experience is a team sport.
Delivering customer experience requires collaboration across departments, channels, technologies, and service teams. A strong operating model creates shared accountability and common ways of working that reduce silos and improve customer outcomes.
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Operating models align people, process, technology, and performance.
A strong CX Operating Model helps organizations clarify who owns the work, how decisions are made, what systems support delivery, and how outcomes are measured.
PeopleRoles, ownership, accountability
ProcessGovernance, planning, delivery
TechSystems, platforms, customer data
PerfMetrics, outcomes, improvement
Guides, playbooks, and templates
Resource pathways for teams designing operating models, governance structures, role clarity, and continuous improvement practices.
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GuideCX Operating Model Guide
A practical guide for designing how customer experience work gets organized and delivered.
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FrameworkGovernance Framework
Structures for accountability, oversight, and customer experience standards.
View resource →✓
TemplateResponsibility Matrix
Define ownership across teams, journeys, service lines, and customer outcomes.
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PlaybookImprovement Playbook
Methods for prioritizing and implementing customer experience improvements.
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