Is EBD Controversial? I Hope So

There was an article by Alan Cane in the Financial Times earlier this week called “IT nears its limits on customer satisfaction” that focused on my Experience-Based Differentiation (EBD) research (see my previous blog post for more on this concept). 

It was interesting to see the research positoned as controversial as it was. Here’s an excerpt:

“So when Bruce Temkin of the US-based consultancy Forrester stirred the pot recently with an article in which he lambasted vendors for mediocre customer service and advocated what he called Experience-Based Differentiation (EBD) the CRM industry sat up and took note.”

I’m not sure that I actually “lambasted” anyone in the research, but I don’t mind the way that EBD was positioned. Why not? Because EBD is meant to challenge the customer experience status quo — which is pretty bad in some cases. So it should make many execs feel uncomfortable! Maybe that’s a required first step on the way to recovery from poor customer experience (Do we need to start a chapter of PCEA — Poor Customer Experience Annonymous?).

Thank you Alan for letting your readers know about EBD — and for stirring up the pot a little bit!

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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