Ten Customer Experience Resolutions For 2008

Alas, 2008 is almost upon us. Which makes me think of this sentence from “Little Gidding” by T.S. Elliott:

For last year’s words belong to last year’s language and next year’s words await another voice. 

With that in mind, here are 10 New Year’s resolutions that your company should consider making about its customer experience efforts:

Customer Experience 2008 Resolutions

  1. We shall focus more on our customers and less on ourselves
  2. We shall get to know more about what our customers really need
  3. We shall formalize a voice-of-the-customer program
  4. We shall incorporate personas in our experience design processes
  5. We shall clearly define our brand in terms of promises to customers
  6. We shall judge every interaction on how well it fulfills our brand promises
  7. We shall engage front-line employees in improving customer experiences
  8. We shall get the executive team to collectively own the customer experience
  9. We shall establish a multi-year journey towards customer-centric DNA
  10. We shall give customer experience the attention that it deserves

If you’re on board for some or all of these resolutions, make sure to read about Experience-Based Differentiation (EBD), which can act as a blueprint. And you can use the EBD self-test as a starting point.

The bottom line: Put customer experience on the top of your 2008 agenda!

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.

6 thoughts on “Ten Customer Experience Resolutions For 2008”

  1. I’ve received some comments via email that #4 (using personas) is a wee bit more specific than the rest and may not be right for everyone. I agree. But, I still see enough firms that can improve what they’re doing if they (correctly) use personas. So, feel free to skip this one if it doesn’t make sense for your company. How many resolutions can you work on anyway?

  2. Resolution number ONE:

    Never, ever again, refer to Christmas as Xmas! This is classic use of acronym by the lazy, uncaring ad merchants who craft words, always to manipulate, never to communicate.
    And ditto for acronym in general. This is a language disease incubated by digital media that works against our ability to speak to one another, at a time when this skill is most crucial.

  3. Max: There’s no “Xmas” in this post (or anywhere in my blog), so I’m not sure what you’re reacting to. But I never knew that it would affend anyone; so I’ll try and keep from using it in the future. As for acronyms in general, I don’t see them as being too evil. People can miscommunicate even when they spell out all of the words.

  4. Since it is already January, I am a bit late in catching this string of comments on your blog … but better late than never. It is my understanding that X in Xmas is a representation of the cross. As such, it might be more relevant at Easter. I find no offense in Xmas, although I do prefer the full word as it remindes me of the reason for this annual celebration.

    On another note, it being now January 5 … I hope you did not miss the article in New York Times Online by JOE NOCERA on his experience with Amazon and its commitment to customer experience. There are so many “bad customer experience” stories on blogs that it is refreshing to see a good one that puts Jeff Bezos philosophy, mission, commitment to customers in front of such a large audience as the NYT reaches. Maybe this will inspire other companies to see the revenue potential in serving customers well.

    One last note … I really enjoy the insights you share on this blog and have therefore decided to add you to my listing of Customer Experience Strategy Blogs on http://www.PerfectCEM.com.

    May this New Year be a prosperous and healthy one for us all.

    — Dale Wolf, The Perfect Customer Experience

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