The exact composition of a customer experience framework changes from business to business and varies depending on the intended purpose. You can use a customer experience framework to capture the findings of a CX audit (see audit & research for more information). However, there are better ways to present this information. In this instance, the customer experience framework acts as a single source of truth on all things customer. Without it, it becomes impossible for individual marketers and teams to understand the opportunities, implications and hurdles that might be associated with a marketing or communications activity. Generally though, by virtue of its strategic nature, a customer experience framework is more interested in setting the groundwork for the future state.