31 Kellogg Insight DNA (CxDNA). The first strand in the CxDNA represents the customer’s side of the interaction, while the other strand represents the organiza - tion’s side. Sawhney advises that companies go through the exercise of exhaustively detailing—both qualitatively and quantitatively—what each stage of the customer experience looks like from the customer’s perspective. This will help to clarify what information and content will be most useful for customers at each stage. This analysis in turn informs the organizational actions needed to nurture customers across the customer journey. “This becomes an organizing framework,” he says. “Because once you know what stages customers are going through, you know what to do in order to facilitate their experience. The CxDNA also sets up the use Based on insights from Mohan Sawhney The Customer Experience DNA (CxDNA)