How can companies ensure that their efforts in creating a culture of customer experience excellence are aligned with their overall business objectives, and what strategies can they implement to continuously improve customer satisfaction and loyalty?

Companies can ensure alignment between their customer experience efforts and business objectives by clearly defining customer experience goals that directly support overall business goals. They can implement strategies such as regular customer feedback surveys, monitoring key performance indicators related to customer satisfaction, and conducting regular training for employees on delivering exceptional customer service. Continuous improvement can be achieved by analyzing customer feedback data, identifying pain points in the customer journey, and implementing changes to address these issues in a timely manner. Additionally, companies can create a culture of customer-centricity by incentivizing and rewarding employees who consistently deliver outstanding customer experiences.