Thoughts & Tidbits Blog

​I had it coming

During a recent presentation, someone pointed out that I regularly mentioned the need to ‘level up’ the customer experience, but I never really described what that next level should look like. 

It was a fair point.
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Because yes, my point about levelling up is contextual, so my answer is always: "it depends". But that shouldn't prevent a clear opinion on where I think the CX profession should go next.

The answer I gave on the spot was a start.

For a few years, Forrester has been tolling the death bell for non-performing customer experience programmes. But in their latest European Predictions 2023, they deliver their harshest verdict yet. To paraphrase:
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​At the risk of being unpopular, I can see the logic of CEOs getting critical about CX. 

​As a profession, many of us confuse the tools and the tech with the financial, competitive and customer value results we are supposed to deliver.​