The 6 Gaps Between Intentions And Reality

I just ran across an article on CRM Daily called “Customer Service’s Gap Between Intention and Reality” that starts as follows:

When it comes to looking after our customers, quite often there is a gap — a huge gap — between theory and practice.

My take:  Let me start by saying that I don’t believe that there is a gap between theory and practice. That’s because there are, in fact, many gaps. I took a quick stab at highlighting 6 major customer experience gaps.

Six Major Customer Experience Gaps

Why is this detail important? Because you can’t systematically solve customer issues until you understand exactly which gap(s) have the problem.

The bottom line: Don’t let your customer experience get lost in the gaps.

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:

6 thoughts on “The 6 Gaps Between Intentions And Reality”

  1. Hello mr Temkin, i am a student whos investigating customer experience related issues and i must say that it is one of the best places i have found for this. better than several books i read. Your blog is very informative, clarifying, changes perspectives.. i must say Excellent in terms of knowledge and points of view i was forces to crash myself with! maybe thanks to rarity of conscise minds among cem professionals and educators;-) thanks a lot also for revealing small parts of forrester reasearch

  2. Ola: Thanks for your feedback. I am happy to hear that you’ve found my blog to be useful. As a student, you’re in a great position to learn new things. Hopefully when you go into the work world you’ll be able to help companies do a better job with customer experience!

    1. These gaps are very similar to those in the Servqual model, which I have always thought is one of the most usful models for thinking about service quality and customer experience.

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