Customer Experience Is The New Quality

As I discussed in “My Manifesto: Customer Experience Is Free,” today’s push for customer experience is very similar to the quality push in the 1980s. The similarities include:

  • Nobody “owns” it
  • It requires culture change
  • It requires process change
  • It requires discipline
  • Upstream issues cause downstream problems
  • Employees are a key asset in the battle
  • Executive involvement is essential

Interestingly, several people who I interviewed for my current research on customer-centric DNA mentioned quality techniques (e.g., Six Sigma, Lean Sigma, TQM) in our discussions. I even interviewed someone who had the very cool title of “EVP, Customer Experience and Kaizen.” (For those of you who aren’t familiar with Kaizen, it’s a Japanese word for continuous improvement. This quality concept was popularized in the 1986 book called Kaizen: The Key to Japan’s Competitive Success).

It’s no surprise that this is coming up in my research on culture given what Philip Crosby, the author of “Quality Is Free,” once said:

Quality is the result of a carefully constructed cultural environment. It has to be the fabric of the organization, not part of the fabric. 

The bottom line: Make customer experience the fabric of your organization.

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 “Customer Experience Is The New Quality”

  1. Pingback:
  2. i also noticed this. when i saw TQM and ISO rules.. there are certain similarities, but i would claim that quality is about value delivered and CEM about value perceived which is also a bit more complex because it inmediately moves to speaking about all interactions with comapny. number of interactions increased because of better connetivity (like case of OnStar) therefore people more frequently use word experience of interaction..

    maybe quality would be like value in Forrester’s experience piramide in some companies they would measure it with number of errors?

  3. Ania: Great observation; the qualiy movement was much more internally focused than we ant to be with customer experience. Crosby’s definition of quality, “conformance to requirements,” focused on consistenly meeting a set of internal specs. ISO 9000 offers a somewhat broader definition of quality: “Degree to which a set of inherent characteristic fulfills requirements,” which incorporates CEM if we think of requirements as customer needs.

  4. The way that i see it… Customer Service has evolved into Customer Experience as Quality has evolved into Service Excellence. Superior customer experience should be the byproduct of excellence in any company

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