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Overarching Business Goals and what CX will do to help meet them.

A Goal, in business, describes what a company expects or hopes to accomplish over a specific period. In other words, where it hopes to be at a future date compared the how things are now.

These Business Goals are generally broad, Increase Revenue, Increase NPS scores, Cross sell more products etc - they do not specify how to achieve the Goal, it simply states where they want to be. Some Business Goals remain the same year on year some are transient.

A business initiative is an brands way of setting focus on how something will be achieved. It is usually a description of the specific methodology the brand wants to take and how that will meet the Business Goals.

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