Customer Experience, Conversation, Content and Collaboration 127 How do you score on each component? To give this book a little colour, a number of interesting and instruc- tive case studies have been discussed. Some of these ­ such as KLM and Ben & Jerry's ­ score well on all the Cs. Others shine with regard to one particular C, but still need to do better with the rest. For example, during our conversation with Rod Brooks of PEMCO he made clear that his company still invests too little in content. With its available resources, it has opted for a more active focus on cus- tomer experience and conversations. You can make this kind of analysis for your own company. How do you score on each of the four Cs? Using the following self-test, you can see how you are currently performing for each discipline. This will show you where you still need to make more progress and also (more encouragingly) where you are already on the road to success. Answer each of the questions yes or no.