Annual events serve as a handy milestone for checking progress, as well as an opportunity to dream about what’s yet to come.
Once such milestone occurred on October 6: CX (“customer experience”) Day 2015, a global celebration of the companies and professionals that create great experiences for their customers, hosted by the Customer Experience Professionals Association (CXPA). Given that I’ve staked the most recent seven years of my career on customer experience, this seemed like a good opportunity to reflect on the state of the CX world—its practitioners, its success stories, and its struggles.
Here’s my assessment. There’s still more talk about customer experience than action to shape it and benefit from it. And those companies that are “doing it” aren’t doing it very well. At a recent conference with more 100 CX colleagues, these were common themes: not enough budget and/or head count and little executive support. I’ve been hearing similar stories for years. So for me, CX Day felt like an inflection point; a time to commit to being polarizing and bold. A time to decide “to be or not to be”—in other words, to be one of those that transforms business through a compelling customer experience, or one of those that views customer experience as simply the latest business “fad.”
As you plan for 2016 and beyond, ask yourself this: Are we ready to join the “to be” camp? If so, here are a few suggestions for making it real.
I believe the CX challenge will resolve itself one way or the other in the next two years. As CX practitioners and consumers, we have a chance to influence that outcome. Let’s dream big, perfect the craft of customer experience, and finally deliver on the promise.
For more information about how to take the next steps to transform your business through customer experience, please contact Kyle Hutchins.