The Reality-Clarity Challenge - why bother with “CX”?
By Paul Linnell
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
“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!
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
- Define your organisation’s purpose in terms of the
solves for its customers.
- Define your desired customer outcome behaviours and the
benefits they bring to
your organisation, and
- Describe the business justification for providing your
customers with a great experience
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.
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.
About Paul Linnell
Paul 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.