The tools in the customer experience playbook are people, technology, processes, and culture change. Understand the current state of customer satisfaction and experience. Determine the culture and appetite for change. Build a customer-centric culture across the organization. Create a customer strategy that identifies service gaps and plans to fill them. Assign a single office or role to focus on customer experience. Use design thinking and agile practices to develop, test and deploy the experience of the future. Develop a business case to justify resource investment. Continually measure and monitor customer experience. Develop a playbook, answer the questions, and execute on the plan to grow revenue.