Companies with a "Customer Experience" approach generally follow 5 key tenants:

Continuously solicit customer feedback: Customer expectations and perceptions of service are dynamic and change per customer segment across contact channels. For example, millenials expect to contact customer service via mobile and social media compared to older generations that still prefer inbound telephony. Integrating a multi-channel contact strategy is a complex challenge but it can yield long term customer loyalty if done right and based on customer input.
Provide a smooth and easy customer interaction: Make the interaction as personalized as possible. For example, agents should have access to the customer's interaction history regardless what inbound support channel the customer used to initiate the contact. Customers expect companies to have a full view of their history and not have to repeat themselves or explain multiple times the reason for their contact. Nearly 96% of customers reported high loyalty if they have a seamless customer service experience.
Deliver a consistent customer experience across channels: This is where companies often fail. Your company's "customer experience" must be consistent and repeatable across the entire customer journey. For example, tone of voice, brand messaging, agent scripting, signage, uniforms, etc.
Be proactive: Continuously look for improvement opportunities. Use customer feedback and data analysis to identify proactive improvement measures. Anticipate customer needs based on their history, behaviour, interactions, transactions, etc. For example, a large mobile operator determined 60% of new customer activations contacted customer service requesting their phone settings. This information led to a new sales process that included in-store support to transfer phone contacts from their old phone, set-up voice mail, and redesign the customer leaflet with more informative setting information.
Customer Experience starts at the top: Customer experience can't be the exclusive domain of one department. A successful customer experience culture starts at the top with the CEO and trickles down to the front line employee. Every company decision, from new product development to new marketing materials, must adhere to the company's customer experience strategy and translate across to training, marketing, PR, systems, hiring, processes, and data analysis.