Customer Experience is a Team Sport
By Tycho Ferrigni · June 18, 2025 · 3 min read
This HBR article did a really good job communicating the need to align the entire organization around the build out of a better Customer Experience.
Did you know that DoorDash asks every employee — even execs and engineers — to hit the streets and make deliveries. Why? Because when you experience what your customers experience, you see what really needs fixing.
In today’s world, customers don’t just interact with your call center— they interact directly with your stores and associates, and digitally through apps, emails, chatbots and social media. Customers have a lot of touchpoints with your company and plenty of ways to provide feedback. This means the customer experience isn’t just the job of one team. It’s on everyone — Product, IT, data, support, leadership — to share feedback, collaborate and fix problems together.
Bottom line: The companies that get this right break down silos, share customer pain points, and make the customer experience a full-team sport.
We built this video on the end-to-end customer experience in an effort to show how each part of the organization contributes to the Customer Experience.
We start with Marketing. They create customer profiles and group customers into segments with different preferences. Then we move onto Real Estate. They are identifying sites in each geography with those target profiles and segments. They are also looking at the cost to serve as they pick retail locations.
Marketing then comes back into play again with advertising. They are responsible for creating awareness an Demand Generation.
We then shift our focus to the combination of Product, Operations, Supply Chain and Technology. As the customer engages through both digital and physical assets each member of this team supports the Customer Journey.
The video wraps up by estimating the impact of each Customer Experience along their Journey. Good experiences can drive retention and lifetime value. The opposite is also true…and much more painful.
Each member of your organization is contributing to the customer experience. Acquiring and retaining customers is a team sport.
