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CX Vision

Learn more about CX vision.

A CX vision is a compelling description of the ideal future state that everyone is working towards, and that engages and excites both customers and team members. The CX vision guides the development of tactics and plans. Having articulated this ideal future state, CX designers can then formulate a strategy to achieve it.

A successful vision should start with what is ‘good for the customer’ and then inform what is ‘good for the business’ (i.e. the vision should align with broader organisational goals and objectives).

What are the main criteria for a successful CX vision statement?

  • It has a clear and compelling value proposition.
  • It uses plain language that is easy to understand and can be repeated at every level of the organisation.
  • It makes an emotional connection when read.
  • It highlights the business’s commitments and its expectations.

A Customer experience vision should have: Emotional connection, Compelling value proposition, Simple to understand, Commitment and expectations. Click to enlarge

Aspirational Maps for CX Vision

Once a vision has been agreed by an organisation, CX designers can use journey maps to articulate what the aspirational future state could look like. This aspirational map then informs the tactics, activities, and success metrics the organisation puts in place to achieve its vision.

Below is an example of how one company articulated its customer experience vision, and its subsequent implementation strategy.

Case Example: Financial Institution

Customer experience vision: ‘We make dreams come true by developing trust-based relationships during the entire lives of our customers.

Standards Example employee behaviours
Security: Ensure your peace of mind “I protect the assets of the bank and its customers”

“I care for the safety of information”

Closeness: Build an emotional connection “I put myself in the other’s position”

“I take responsibility for all of my customers’ requirements”

“I always have a positive attitude”

Diligence: Give advice and deliver “right first time” “I honour my commitments in due time and manner”

“My work is always right first time, minimising errors and being attentive to detail”

Image: Live our values in all our actions “My actions are consistent with our values: respect, excellence, integrity”

“My worksite is always neat”

CX Vision Statements

Although visions can be expressed in many ways, simple vision statements can be versatile, powerful tools at all stages of the CX design process.

Let’s look at some examples of vision statements from other notable businesses.

Starbucks: ‘To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.’[1]
Slack: ‘Make work-life simpler, more pleasant, and more productive.’[2]
Warby Parker: ‘We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket.’[3]
State Farm: ‘Remarkable. Every day. Every customer. Every interaction.’[3]
The Ritz-Carlton: ‘The Ritz-Carlton experience enlivens the senses, instills wellbeing, and fulfills even the unexpressed wishes and needs of our guests.’[3]
McDonald’s: ‘McDonald’s vision is to be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value so that we make every customer in every restaurant smile.’[3]
Salt River Project: ‘Rewarding, easy, and pleasant.’[3]
Hagerty: ‘Deliver exceptional experiences with every single interaction creating lifelong clients that not only stay with Hagerty but tell their friends about Hagerty.’[3]


1. Starbucks. Our mission [Internet]. Available from:
2. Slack. About Slack [Internet]. Available from
3. Franz A. Don’t underestimate the power of a CX vision [Blog]. FutureLab; 2017 Jul 3. Available from:
4. Huang O. How to create a compelling customer experience vision [Blog]. 2016 Jun 6. Available from:

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Customer Experience Design for Customer Success: CX Impact and Strategic Insights

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