Our analog and digital lives have blurred—and a company going through digital transformation faces intense pressure to get its customer experience (CX) right. Today’s brands need to stand for something. They need to create customer journeys that engender the affinity and trust that can lead to customer love. Translating that aspiration into the ideal CX—an organization’s “North Star”—provides the direction that can differentiate its CX from that of its competitors. This vision also serves to rally the workforce around a set of common principles and goals that help drive the organization’s corporate culture.