For a strategy to be successful, it needs to be connected to business activities. Essentially, this means that a strategy cannot be connected to a single business competence, rather it needs to be connected to and rely upon the magnitude of other business competencies. Company and business processes need to be aligned with a communication strategy:
CX Strategy is a management choice that enables the various business processes, departments, and stakeholders to fit together. It is paramount for management to determine the company's return on investment (ROI) to measure the effectiveness of the company's CX strategy. The definition of ROI must correlate to the adopted proposition value and the processes that support it.
As the old saying goes—a chain is only as strong as its weakest link. In our case, this means that, for the CX strategy to be successful, employees, marketing activities, and employers all need to be aligned to the same goal, and the measurement of success must take all of this into account.