With one department taking the lead and creating a reference for other departments, we introduce a new kind of problem: The customer journey travels across all the different, “siloed”, vertical departments in the company. Any kind of customer experience activity in one department needs to consider the areas of responsibility in other departments, and the power of one department over another is very limited. This is why a customer experience program is best positioned above department structures.

Often it is the quality department overseeing all business processes, as well as products and services. ‘Quality’ traditionally takes responsibility for the internal technical KPIs. Now the external view, the perceived quality also becomes part of their tasks. Mostly there is the expectation that these two ways of measuring well grow together, once they find themselves in the same hands. But in reality it may take a few years. In quality departments, product quality and customer quality are separate topics of separate teams.