The 4 A’s of Customer Experience

Last Updated April 27th, 2021


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Yes, everyone should want customer experience (CX) to be an integral part of their organization’s DNA. But they should also accept that they, too, are a part of this CX.

From engineers to sales professionals to C-suite executives, every person in the company shares responsibility for improving the customer experience.

Retention is a huge area of focus for companies right now. That means integrating customer experience with across-the-board accountability is, if possible, even more essential now than ever before.

Today’s guest on “The Customer Experience Podcast,” Leah Chaney, is our guide to following CX throughout the entire customer lifestyle and into every role in the company — with the goal of improving revenue growth and retention. Her team’s A’s of Accountability bucketing system provides focus and alignment across our teams: acquisition, activation, adoption, and advocacy.

Leah is Founder and Chief Experience Officer at BetterGrowth, a company focused on providing world-class customer experiences. She explains that if you don’t have roles in charge of directing customer experience, it’s going to happen anyway without your involvement, which is a risk you can’t afford.

Leah talked with me about…

How customer experience is like a theme park
Where CS fits into your organization
What the 4 A’s are and how to scale them
How to weave retention into all of your goals
Why executive buy-in is critical to successful CX initiatives



The 4 A’s of Customer Experience

Enjoy Episode 133 of The Customer Experience Podcast anywhwere you go in your preferred podcast player …

When you’re in your podcast player, please take an extra second to rate the show. It takes just a single click and it’s very helpful for the show for and our guests.

We also embed the full audio in every one of these episode-specific blog posts, so you can hear (and even search) the entire conversation with Leah Chaney right here …





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Video Highlights: The 4 A’s of Customer Experience

Check out the top five video highlights from the discussion with Leah Chaney of BetterGrowth


1. How CX Is Like a Theme Park


2. Where CX Fits in Your Organization


3. Improving Retention by Improving Acquisition


4. Why You Need an Expansion Playbook


5. Getting Executive Buy-In


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Ethan Beute

Ethan Beute | About The Author

Chief Evangelist at BombBomb, co-author of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan collects and tells stories of clearer communication, human connection, and higher conversion with simple, personal videos. BA: University of Michigan. MBA: University of Colorado-Colorado Springs. Fresh air & clean water.

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