Excellent customer experience (CEX) remains elusive. Companies struggle with CEX due to lack of clear accountability at board level, or because they do not challenge their assumptions about what they think customers really want, or how they really feel about the service or product being offered. Consequently, they may focus on the wrong areas. Arthur D. Little’s leading approach to end-to-end CEX combines a multi-disciplinary team across customer experience, asset management and operations, partnered with digital strategy and transformation, because CEX requires a holistic response involving the whole organization. This Viewpoint sets out key considerations and a four-step process to invigorate CEX for your customers.