Why CX is not the answer you’re looking for
Being obsessed with the customer has become trendier than avo on toast, much like those other overused hyperbolic terms ‘digital disruption’ and ‘Millennial’. Interbrand’s Nathan Birch and Davy Rennie, however, argue that CX is not the answer to the success equation.
Everywhere you look, everyone’s talking about CX, customer centricity and the CXO.
The thing is, CX is not the answer to the success equation. It’s only part of the formula.
Rennie and Birch: CX is not everything
There is no doubt your customer experience (CX) plays a critical role in modern business success. Businesses with a fanatical obsession with the customer have proven to be more successful over the past few years – Amazon being a prime example.
FFS.
Wondering if the authors even understand what delivering CX really involves? I guess if they did, they would know that brand and internal datapoints (like employees) are just as critical as looking at customers.
…but hey, they got to come up with some sweet new acronyms. We definitely all need more of those.
It may be important, but is often ignored.
Did you even read the piece properly?! That’s what they ARE saying – all are critical.
I’m an agency person. I need to define the issue or market so that I sit at the centre of it.
Worth a read. Written long long ago when strategy people didn’t just make stuff up. http://barbaradewaard.com/wp-c.....icle-1.pdf
I can’t be bothered to read more than the headline, but somehow agree. CX is a lazy marketers panacea for all ills. It’s basically shopper marketing and using a website more easily for twice as much. Anybody who peddles this is just a bullshitter….
‘I can’t be bothered to read more than the headline…’
‘CX is lazy….’
Cool.
If anyone outside of this industry read this article, they’d reach for the pitchforks and burning torches, and come for our beards and six figure salaries out of fury at the nonsense of it all.
There is a restaurant in Tokyo. The service isn’t bad, it is terrible. You are almost abused by the staff, very cross, moody, authoritarian. The food is so good, there is always a queue and reservations have to be booked months in advance.