Customer experience is the result of combined efforts from a vast array of people, from top management to front-line employees, to channel partners. When management creates and reinforces techniques to inspire outside-in thinking and behaviors, employees are likely to "live" the brand promise -- this is called internal branding. Examples from Publix Supermarkets, Cabela's, EMC, Dell, Altera. From the blog Customer Experience Optimization: Living Your Brand Promise, at http://customerexperience.vox.com (4:42).