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Episode 001

Getting CX Right with CTMA, a podcast series with Paul Linnell  

The Reality-Clarity Challenge - why bother with “CX”?

Everyone agrees that it’s nice to give customers a good experience, but there’s often a lack of clarity quantifying WHY it’s important, and then justifying WHY it should be improved.

This can be a big enough challenge for business - where there’s an intuitive link between satisfying customers and getting them to come back to buy more, but it can be an even greater challenge in the public sector where customers seldom have a choice of an alternative supplier.

What you’ll learn in this episode:

In our launch episode, I left you with Practice Guide to use as a simple self-diagnostic tool to help you assess where your organisation’s customer experience improvement programme may be at-risk.  It listed from our experience, “Six Key Reasons why Customer Experience Improvement Programmes Underperform, Get Stuck or Fail to Start”.

In this episode I want to focus on the first of those six big “boulders” that may be standing in the way of your success.

It’s the boulder I refer to as “The Reality-Clarity Challenge” or alternatively - “Why should we bother with customer experience?”

“The Reality-Clarity Challenge” is possibly one of the most common, least understood, most plagued-by-myths, and the most important challenge to get right.

If an organisation can’t clearly define a business justification for improving customer experiences, it’s programme is very likely to underperform, get stuck or fail to start!

Practice guide


We’ve prepared a Practice Guide called: “Exploring the Reality-Clarity Challenge”.

It lists some of the typical symptoms an organisation may be experiencing, the risks it may suffer, and the three key steps I discuss in this episode to help you devise a plan to master it.  

  Creating Value for Business, Customers and Staff

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This challenge may be standing in the way of your success, so let’s dig out this boulder”, see what it’s all about, and devise a plan to master it.

By the end of this episode, you should be in a really strong position to:

Join me in this episode where I’ll be using examples from the airline industry, food manufacturing and local government, to illustrate how this clarity can be achieved in business and the public sector, and I’ll be sharing three key steps to help you create some customer experience REALITY and CLARITY in your organisation.

Also mentioned in this episode

Next Episode: #002: The Measurement and Accountability Challenge

There seems to be something very wrong with the way many businesses, and public services, measure their customers’ experience.  Their customer experience metrics seem to mask potential failure, mystify effective management, absolve accountability, and do nothing to drive actions to improve.

Next Episode >There’s no shortage of metrics used to measure customer experience.  But there’s often more discussion about “what numbers to use” than “what actions to take” to improve it.  In our next episode, I look at .

If you’re investing in voice-of-the-customer and measurement programmes, and not YET seeing many improvements – you are NOT ALONE.  In this episode I discuss a five step path to measurement and voice-of-the-customer maturity, along which many organisations set out, but only a few manage to get past the half way point - and that’s when they encounter this big BOULDER, “The Measurement and Accountability Challenge”

Schedule a call

We’d really like to learn more about your customer experience challenges. If you’d like to speak to us about any CX boulders that stand in your way to success, please contact us to schedule a call. Schedule a call


About Paul Linnell

Paul LinnellPaul Linnell is a customer experience and service quality improvement champion, working internationally with senior managers and their teams to help them achieve business success, reduce risk and build customer loyalty and advocacy by taking actions to improve customer experiences.  Paul specialises in the design and deployment of customer experience measurement, service quality improvement, complaints handling and preventive analysis programmes. Industries he has worked with include, Automotive, Consumer electronics, Consumer goods, Electricity & Gas retail, Financial services, Information technology, Local Government and Public Sector, Media / Publishing, Passenger travel (Rail, Air and Sea), Pharmaceuticals and Telecommunication. Paul has worked with clients and presented on these subject at conferences and corporate events in the UK, Europe, North America, the Middle East, Australia and New Zealand.  Originally from the UK and now based in New Zealand, he continues to serve clients globally.

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