3 "Ds" of Customer Experience

I recently read an article posted in HBS Working Knowledge on The Three "Ds" of Customer Experience and they are...

1. Designing the right offers and experiences for the right customers.
2. Delivering these propositions by focusing the entire company on them with an emphasis on cross-functional collaboration.
3. Developing their capabilities to please customers again and again—by such means as revamping the planning process, training people in how to create new customer propositions, and establishing direct accountability for the customer experience.

Each of these "Three Ds" draws on and reinforces the others. Together, they transform the company into one that is continually led and informed by its customers' voices. Sounds fantastic....?