Do you know what your customer is counting?  We are in very competitive times where products and services are moving toward commodities. Now more that ever, executives need to be BOLD and really understand their current customer experience.  Every employee and every touch point can send you forward or  back, and it is too easy to focus on the traditional scorecards. New leadership is emerging now to help executives see the truth about their customer experience and it is hard work.   Beginning at the end and creating your “own” customer experience process glues customers to your brand. This is an investment that will differentiate your brand forever. Watch Chip Conley’s TED video about “Measuring What Counts.“