Before Customer Experience (CX) came to kill us
The term Customer Experience has lost all meaning.
I grew up in customer service - the red headed step child in every company. Then customer experience became a thing, I signed on without hesitation.
My thinking was with CX we will get everyone on board to manically focus on the experience and the tide will lift all boats.
Some tides end up drowning all boats - instead of CX being laser focused on one thing it has become this ubiquitous term that is losing its usefulness.
I don't want you to take my word for it. Let's review the evidence.
What is CX?
Ask your favorite Customer experience guru to define Customer Experience.?
@Annete Franz defines it pretty well below in her book
“Customer experience is the sum of all the interactions that a customer has with an organization over the life of the relationship with that company or with that?brand” Annette Franz,
So customer experience covers everything related to customer interactions, from the moment a customer dreams about your company till they die? That sounds daunting.
Who owns CX?
Let's go to another expert
领英推荐
@EricSmuda in his blog post he writes - Who owns your CX program? (Hint: It's everyone)
Apparently it starts with your Janitor all the way up to accounting.
Let's review customer experience is everything and it is the responsibility of everyone!
If you are part of the expert crowd, then of course this nonsense all makes perfect sense.
If you have a real job as an operator in charge of Marketing or customer service - this is not useful. You don't need a bunch of smart people telling you to be more customer centric.
Or that it is the job everyone in the company to be focused on the customer. That is like telling you how wet water is.
What you want is practical advice about how to deliver customer service better, how to attract customers better, how to keep the customers you have.
Yes you want to improve the customer experience, but what you want to really do is improve the service experience, the sales experience, break down organization silos and each of those domains are specific.
What you don't need is More CX.
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Get a sneak peak at my new book: Waiting for Service out December 25, 2021