Why this exists.
Most organizations run on assumed customer experience. Every person brings a different idea of what "great" means. Without alignment, execution drifts — and customers feel it.
In Chapter 1 of Experience Is Everything, Jeannie Walters lays out the most practical fix: write a CX Mission Statement — a short, one-or-two-sentence declaration that captures the experience every customer should have, every time.
This tool walks you through the exact process she uses with Fortune 500 clients:
Take stock of your existing mission, vision, values. Your CX Mission Statement has to build on what's already true about you.
Answer four questions: What's our brand promise? What's in it for the customer? What can we consistently deliver? How do we want customers to feel?
Synthesize your answers into the template: At [ORG], our customers expect [PROMISE] in order to [VALUE]. We deliver consistently by [METHOD] so they feel [FEELING].
Use it. Quote it when making decisions. Share it with your team. Roll it out. This tool gets you through 1-3; step 4 is on you.
What makes this tool different
- →It's built on the actual book. No generic mission-statement template. The questions, the phrasing rules, the examples — all drawn directly from Jeannie's methodology.
- →It avoids corporate speak. No "best-in-class." No "shareholder value." No -est superlatives you can't consistently deliver. Jeannie's rules are baked in.
- →It shows you why. Every phrase in your final statement is traced back to one of your answers. You'll be able to defend it when your boss asks.
- →It comes with coaching notes. You don't just get the statement — you get Jeannie-voice tips on how to roll it out, who to bring into the process, and what to watch for.
Who built this
This tool is a companion to Experience Is Everything and CXI Membership, built by Experience Investigators. If you like this and want to go deeper — to turn this mission into strategy, journey mapping, culture, and a full CX Charter — grab the book or join CXI Membership.
"The CX Mission Statement is meant to be internalized. I'd recommend no more than four lines — fewer if you can manage it."
— Jeannie Walters, Chapter 1