{"id":13927,"date":"2015-03-16T10:19:16","date_gmt":"2015-03-16T14:19:16","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=13927"},"modified":"2019-08-19T05:44:50","modified_gmt":"2019-08-19T09:44:50","slug":"7-signs-of-decline-for-the-cx-movement-in-2015","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/7-signs-of-decline-for-the-cx-movement-in-2015\/","title":{"rendered":"7 Signs of Decline for the CX Movement in 2015"},"content":{"rendered":"

Customer Experience<\/a> continued to be a dominant business issue throughout the world in 2014. \u00a0We get many inquiries for our services globally. I worked with clients in more countries than ever before last year, including China, India, and Saudi Arabia to name a few. \u00a0They are all \u00a0working to improve their Customer Experience. I can say with confidence the Customer Experience concept is now a worldwide phenomenon.<\/p>\n

It is great to see but I also see problems, some of which I have written about before. My concern is the focus on improving the Customer Experience is in danger of heading the same way as Customer Relationship Management (CRM), into failure if it\u2019s not careful. I see seven signs of failure for CX that \u00a0I saw with CRM, represented in common statements I hear, including:
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\u201cThis IT system, will solve all my problems.\u201d<\/b><\/p>\n

IT systems are part of the reason many Customer Experiences are poor but only part<\/i> of the reason. The big IT companies are coercing organizations to believe all they have to do is buy an IT system and their Customer Experience will improve by magic. We all know organizations made huge investments in CRM IT systems and expected the world to change overnight. When the world didn\u2019t change, it sullied the name of CRM.<\/p>\n

\u201cOf course I know what the Customer Experience is about!\u201d<\/b><\/p>\n

An increasing number of people have a superficial understanding of what a Customer Experience is, like CRM. As the saying goes \u201cA little knowledge can be a dangerous thing.\u201d Customer Experience is about human behavior<\/a> and Customer\u2019s emotions. You need to understand experience psychology. As with anything else, you need to understand what you are doing to make a difference.<\/p>\n

\u201cWhat is the one thing I can do that would improve the Customer Experience?\u201d<\/b><\/p>\n

It is naive to think there is one thing to do that will improve the Customer Experience. People who think this is the case don\u2019t understand the subject. It is human nature to want a quick fix, but there is no \u201csilver bullet\u201d that will solve your Customer Experience problems.<\/p>\n

\u201cEveryone else is doing Customer Experience, so we should, too.\u201d<\/b><\/p>\n

You may feel the need to jump on the bandwagon, but that is not a reason to focus on improving your Customer Experience. Make sure you understand where the bandwagon is going, decide whether you want to go there, and commit to the journey. Improving the Customer Experience is hard work. If you are not prepared to do it, don\u2019t even start. You\u2019ll do more harm than good.<\/p>\n

\u201cI work in Customer Experience.\u201d<\/b><\/p>\n

Are you sure? \u00a0Or have you just rebadged your job that you\u2019ve been doing for the last ten years? Rebadging jobs, projects, and functions and calling them Customer Experience doesn\u2019t mean you will magically change things. To change things you need to do something different!<\/p>\n

\u201cWe have mapped our processes to improve the Customer Experience.\u201d<\/b><\/p>\n

There is a big difference between experience and a process. Organizations obsess themselves with processes and fail to see the difference between the experience and a process. A process is what you want the customer to do. Allow me to let you in on a secret: Customers do not always do what you want them to do, and if you force them to submit to your process, this can cause a poor experience.<\/p>\n

\u201cOur Senior Executives rolled out a new slogan about our Customer Experience.\u201d<\/b><\/p>\n

Too many senior execs decide to improve Customer Experience, without knowing what their organization needs to do to change their current experience. Too many are looking for a quick fix; too many fail to lead. Customer Experience is a way of life, a cultural change, and a commitment needed from the heart as well as the head. It is not a slogan.<\/p>\n

I am pleased to have helped, in some way, to shape a new industry with our books, research and client work since 2002. I see dangers on the horizon we should all try to avoid. I don\u2019t want to see Customer Experience go the same way as CRM. Let\u2019s make sure we work together to avoid them for the benefit of the Customer. Customers deserve better.<\/p>\n

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\"advanced<\/a>For more Customer <\/em>Experience concepts, register for our <\/em>Advanced Customer Experience Management (CEM) Certification <\/em><\/strong>Course beginning on <\/em>April 20th<\/em><\/strong>.<\/em><\/p>\n

Please <\/em>click here<\/em><\/a> to learn more.<\/em><\/p>\n

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