Imagine this: 4 individuals sit down in a conference room to build a customer experience (CX) strategy. The first one starts and says, "Let's begin by considering ways to engage our audience." The second shakes their head and says, "No. Converting leads is where we should focus our attention." The third interrupts to point out that fulfilling expectations is the most important part of any strategy. The fourth sits quietly-ignoring the others-while jotting down notes on how to best nurture previous customers.

Which strategist is right?

They all are. CX doesn't happen at one singular point in time. All four stages are vital throughout the customer's journey, and all need to be addressed in any customer experience strategy. Here are four suggestions on how to fine-tune experience at each level.