Are You Mistaking CX Design for CX?

This is the question being answered by Roy Atkinson during our Customer Service Weekly TV Midday CX Spark Broadcast

Customer Service Weekly's Senior Contributor Roy Atkinson shared his experience with a common issue faced in customer experience management. The confusion of mistaking CX Design for CX is not a unique dilemma.

Conceptually, this issue is found in many systems of performance. It's the payoff between what we know, what we do, and how we adapt.

Here a brief edited excerpt from my interview with Roy.

Jim Rembach: What do you mean by this confusion. What do you mean by this mistake, roadblock, and hindrance?

Roy Atkinson: Well, I think Jim that a lot of times we are looking from the inside out. And we build personas that represent our customers. We work hard to think through it - map their experience. But ultimately the experience belongs to the customer.

You may have a very well thought out strategy for how you're going to deliver what it is that you deliver to your customers and try to approach them on their ground. But at the same time, not everybody likes roller coasters.

Not everybody likes plastic bottles. Not everybody likes whatever it is that you're giving them - people react in different ways. And so I think that we should design from the customer experience perspective but we also have to realize that when we get to the last step, they're the ones that are experiencing.

And so what becomes incredibly important at that point is getting as close to real-time feedback from your customers as is possible. Luckily we have a lot of technology that'll do that for us now.

Listen and watch the full episode below and leave your comments on how you are breaking from confusing CX Design with CX.

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