That’s a question Verint’s Ryan Hollenbeck, senior vice president, global marketing and executive sponsor of Verint’s customer experience (CX) program, asks in his new article for Forbes.

Many organizations may listen to customers, but they don’t listen to all customers everywhere in the journey. Organisations can get a lot of things right. However, if they get this one wrong—how much do the others really matter in the long run?

Read on and see how a CX value chain approach helps ensure a business is listening to all customer signals across all channels, connecting that data and sharing it across all organisational levels—tactical, operational and strategic.