Just Completely Wrong...
Not even close, you're way off.

If you've been "doing CX"...or more importantly, if you say you've been doing CX, guess again.

Are you:
Asking nonsensical questions on surveys?
Doing nothing more than surveys for Customer Insights?
Doing nothing with those Customer Insights once you have them?
Passing out t-shirts and putting up banners and considering that "CX Culture"?
"Doing CX" for the sole purpose of increasing sales, revenues, and market share?
Stop it!
Focus your Customer Experience efforts on the real reason you should be doing it: Driving Brand Promise Alignment.
Pieces will start to fall into place:
Your Customer Insights activities will take on new meaning
You'll actually do something with what you learn there
You'll start to Enable, Empower, and Encourage your teams to improve your CX
You'll be ready to hire a Chief Customer Officer and stand up an Office of the Customer
Your Customers will believe you when you say you're "Customer-centric"
Pick up the book today to learn how...