The approach that I've seen consistently work well across organization centers on the customer needs and then layers in the opportunities, signals and programs that support those needs.
Our current model covers expectations, emotions, pain points, opportunities (for us to address the items in the first 3), readiness signals for the customer to enter that phase, risk signals for a customer entering that phase who isn't ready (signal for "laggard" or CS-led programs). Once we have alignment on those, we layer in an audit of existing experiences and each team can adjust/rebuild/build new as needed.