One North Star: Getting the Whole Business Behind the Customer
23 Sept 2026
CX and Loyalty Stage
Industry Trends & Opportunities
Digital Brand & Experience Strategy
Customer Experience & Loyalty
Leadership, Talent & Teams
Commercial Strategy for Marketers
For marketers, eCommerce experts, fulfilment specialists and operations or technology leaders that want to understand how a North Star Customer Journey gives a complex business a shared direction, and how to move it from ambition into real decisions
A complex business struggles when brand, commerce, marketing, operations and technology each pursue their own version of the customer. A North Star Customer Journey starts with a strong why, the experience the organisation wants to create for its core customers and the relationship it wants to build with them, and gives every function the same basis for its decisions. Done well, it builds customer loyalty and gives the company a stronger place in the market.
25-minute session, drawing on recent work with complex B2C and B2B enterprise organisations
What you can expect to take away:
- How a guiding principle gives brand, commerce, marketing, operations and technology the same customer outcome to work towards
- How a North Star moves from an ambition into future customer journeys, operating choices, investment decisions and measures of progress
- How leadership uses it to choose where the business changes and invests, with the confidence to pursue a bigger shift in customer experience
Level it's for: Executive, Head of & Director
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