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The Customer Excellence Enterprise: A Playbook for Creating Customers for Life
Orchestrating front-of-house customer-facing assets with back-of-house operations is critical for delivering seamless, exceptional experiences in a complex omnichannel world. In “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life”, we call this CXE Operational (OPS) Bold Move #3: Orchestrate the Front- and Back-of-House.
Chick-fil-A is a quintessential example of a Customer Excellence Enterprise (CXE), building its brand around consistent and authentic customer experiences. Unlike ordinary companies that often emphasize internal processes or focus solely on product features, Chick-fil-A stands apart as a CXE with a unique brand identity rooted in deep customer empathy and service and experience delivery excellence. In pursuit of “being America's best quick-service restaurant at winning and keeping customers,” their brand promise reflects a broader focus on the totality of the experience beyond just selling food.