It's Time To Exercise Your Customer Experience Muscles

I was talking to a client the other day who was very frustrated. She told me that her executives talk about customer experience all the time; they seem “bought in” to the idea that it matters. But when push comes to shove, none of them have done anything to drive real improvement.

She asked me . . . how can that be? If they get it, why don’t they do something?

I struggled with this question for a long time but finally came up with an analogy that made everything clear. It’s this: Customer experience is the “eat healthy and exercise” of the business world.

Think about it. We could say the following about both topics:

  • Everyone knows it’s important, and why.
  • When talking to others, we probably pretend we do it better than we actually do.
  • Deep down, we aren’t quite sure what we should do — it’s complicated and confusing.
  • The things we know we should do just aren’t that fun or exciting, so we often avoid them.
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