If engineering the customer experience involves making it, reverse engineering would be to step back and figure out how it’s actually made.
It involves marketers taking the CX process apart to see how it actually works for their brand and for other organizations. Once you have this information, you can analyze, duplicate or enhance these processes.
You can use reverse engineering as a learning tool to produce new, successful customer experiences more quickly and with fewer resources. Then you can create processes to repeat them.