Customer Experience – still an empty promise!


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If you google Customer Experience you have the option of reviewing 158M results. Scary isn’t it?

It’s scary because in spite of all the talk about organizations building their ‘sustainable and competitive advantage’ through the design and delivery of a unique and distinctive customer experience the majority still screw it up.

I’m not sure about you but I’m really sick and tired of being on the receiving side of RANDOM experiences. In our many client engagements I almost always hear of the intention to ‘delight’ the customer. Why I ask? Can’t you simply deliver a consistent experience everytime ? I’d be happy with that!

The reality is that the 21st Century organization requires interoperation and integration. It needs to be ‘joined-up’ with a clear understanding of the intentional customer experience it’s trying to deliver as well as the capabilities of executing against that intention. It needs to have clear definitions and a common vocabulary so that EVERYONE is talking the same language with consistent meaning.

Customer Experience has got to be ‘connected’ with the overarching business strategy. It cannot exist as a ‘bolt-on.’ It’s way too important for that. It must be fully embedded into the very core of what the business stands for. People today expect a customer experience. No organization can differentiate merely by having an experience – the differentiation comes through the ‘kind’ of experience delivered.

Republished with author's permission from original post.

Doug Leather
Doug is a leading expert in Customer Management working globally with large blue-chip organisations. He is best described as a Customer Management Evangelist/Activist as a result of his broad multi-industry and multi-country insights into customer management capability understanding, best practice application, customer experience, business models and business performance improvement. He is a Wharton Business School Alumnus.


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