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PHOTO: Shutterstock The world of customer experience is ever evolving — we all can agree on that. But what’s especially fun is when new CX-oriented goals — such as increased advocacy, broader organizational alignment around the customer and full lifecycle journey mapping — sometimes conflict with more traditional goals such as buy-cycle orientation, brand awareness and reach. The two worlds don’t have to conflict, but many organizations have experienced friction between those pursuing the new goals and the old regime. Is improving customer experience today actually difficult for employees to accomplish? It doesn’t have to be, if you create the right alignments.

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