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.
Alain Thys is an experience architect who helps organisations drive profit and transformation through experience.