A customer experience framework is a high-level marketing strategy overlaying a traditional customer lifecycle. Off the back of a customer experience framework, the marketers within a business should be able to fully map out specific customer journeys, campaigns, automations, triggers, and customer service plans. A customer experience framework maps out each critical point of the customer lifecycle across: Awareness, Consideration/evaluation, Purchase/subscribe, Engagement, Retention, Advocacy, and Re-engagement. Typically, a customer experience framework will review and refine for each of these stages, the: What Primary objective specific to this lifecycle stage, Focus areas of the business and its marketing relevant to this stage, and Key messaging and proof points for use across all marketing and communications pertinent to this stage. How All of the experiences, touchpoints and interactions between a customer and the company, The channels (bought, owned & earned) of relevance to this lifecycle stage, and Company capabilities (platforms, systems, processes) utilised to deliver marketing and communications at this stage. Execution Key initiatives to deliver against the marketing objectives for each stage, Horizon 1,2 & 3 roadmap to improve on the experiences, channels and capabilities of the company in being able to deliver marketing and communications in each stage, and KPI's to measure the success of marketing and communications efforts in each stage.