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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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