Tip #1: It's the Customer's Viewpoint, Not Yours. You've got to know what the experience is like from your customer's perspective, including the good and the bad. Too many companies have faltered because (a) they didn't obtain the 'brutal facts' from their customers and/or (b) once they got those facts, they couldn't stand to acknowledge them.

Tip #2: The Brand Experience Starts Early. Customers are exposed to information about you and your business long before they achieve 'customer-hood.' Find out if your branding sends the right messages to the customers you want to attract and retain.

Tip #3: Make the Customer's Experience Consistent and Continuous. Sales is only one Customer Touchpoint. The sales experience should seamlessly follow the marketing experience, and seamlessly lead to post-sale service. Disconnects and differences in values, ethics and behavior are no-no's. If you treat prospects like stars, make sure customers get the same treatment or better.

Tip #4: Every Point is a Customer Touchpoint. The customer's experience is affected every time they experience your brand. The receptionist, the service tech, the inside sales rep, the fulfillment house, the chambermaid, the busboy, all leave some kind of 'evidence' of your brand. What would you need to know, in order to know it was the right evidence?