Customer Experience: The Invisible War

As I mentioned in my post with words of wisdom from Babe Ruth, many firms have been asking me about building customer-centric DNA.  This same focus also comes out loud and clear in my research with senior customer experience execs. I think it’s summed up nicely in this quote by a Chief Customer Officer that I shared in the post Lessons Learned From Chief Customer Officers:

What’s more important, but less tactical and takes longer, is the realization that customer experience is culture. It’s the mindset of our associates and their empowerment. Not stuff, but attitudinal. We’ve recognized that this is a journey.

The fact that customer experience is a journey that needs to focus on culture has a very important implication: you can’t easily benchmark your competitors.  While all customer experience initiatives will have some highly visible, short-term results, the most dramatic improvements will come over time – as firms change attitudes and behaviors of employees across the organization.

Firms that spend too much time just trying keeping up with the visible changes made by their competitors may miss these more fundamental, yet less-visible shifts. As a result, they risk getting defeated in the long-term, invisible customer experience wars.

The bottom line: You may already be losing the customer experience wars — and not even realize it yet.

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:

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.