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. 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: Tighter markets mean next year is 'sink or swim' time for CX leaders, in which up to 20% of programmes may disappear. 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. |
AuthorAlain Thys is an experience architect who helps organisations drive profit and transformation through experience. Archives
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11/17/2022
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