The Deliberate Customer Experience

So tell me, is your customer experience deliberate?  That was one of the questions posed last week at the NPS conference and it made me think – what do you mean by deliberate?  Does that mean written down?  Does that mean everyone in the company knows it?  I think that you have to be both – every employee should know it, feel it really, and it should be written down.  Because if no one writes it down, everyone believes we all have the same idea… and I would bet that isn’t the case.  It may be shades of grey close but still, is that deliberate enough?  This is beyond mission statements and core values – this is what you want your customers to see, think and feel when they interact with you and your products/services.  Right?  What do you think?