Few things are as compelling as confidence to inspire engagement, trust, decision making and to drive actions. A weak or overly defensive proposition is easily recognised and challenged. The implications for the development of customer experience are hugely significant and seem to fall into the following categories:
- Brand / product and service propositions
- Customer service interaction
- Complaint resolution
- Measurement and insight
- Board and shareholder support
- Cross function engagement
- The ability to drive action
- The performance of customer facing staff
Perhaps unusually for customer experience development, the internally focused issues are more important than the external. On too many occasions CX practitioners adopt, or are forced into, a defensive position that quickly infiltrates relationships at all levels, and then on to customers.
What is the root cause?
- Has the strategic or tactical ROI yet to be proven?
- Is the proposition too simple or too complex?
- Are the rewards perceived to be too distant from expenditure and or/effort?
- Is the emotional element too difficult for organisations to understand and accept?
Should we include – or return to – the moral, values and professional standards approach?
Trust is built on exposing vulnerability. Perhaps organisations and us as individuals have become too risk adverse, or selfish. It is also possible that over-reliance on tangible measures and targets is the problem.
Evidence from recent school and hospital problems would support this view. It may be as simple as the desire to remove cost and drive profit has gone too far. Everyone will have their views and, in sharing their experiences, will draw their own conclusions and come to their own solutions.