For an organisation to become truly customer centric, the customer experience must be entrenched in all aspects of the business, from the customer facing teams to the back office functions. Such an organisational change is not without its challenges, and sometimes ‘doing the basics well’ internally can be the first hurdle to overcome. Charlotte shares the evolution of Sure’s customer strategy, together with how the organisation has worked to integrate the customer experience into day to day activities to ensure it delivers the best experience possible.