Someone once said Marketing creates the brand promise and CX delivers it. But too often there's a gap between the two that's eroding customer loyalty and business performance. Nick Zeisler is a Lean Six Sigma expert and Professor of Practice in Michigan State University's Customer Experience Management Masters of Science program. In this episode Nick shares some valuable insights including: - the significant concept of 'Brand Alignment' was introduced, highlighting the imperative of aligning a company's customer experience delivery with its brand promise. - the importance of continuous improvement in process engineering was emphasized, advocating for a customer-centric approach to Lean Six Sigma prioritizing projects based on customer impact rather than traditional resource-focused methods - loyalty as a process beyond the initial purchase was underscored, with the suggestion that it's influenced by the consistency of the customer experience and alignment with the brand promise. Resources The Delighted Customers podcast website:https://www.empoweredcx.com/podcast Sign up for The Trusted Guide newsletter here: https://www.empoweredcx.com/newsletter Get the latest news and updates on LinkedIn here: https://www.linkedin.com/in/markslatin/ Register for the next Trusted Guide Roadmap™ Master Class here: https://www.empoweredcx.com/