CxP Law #1: Every Interaction Creates A Personal Reaction

This is the most fundamental customer experience (CxP) law of them all. Simply put, experiences are totally in the eyes of the beholder. The same exact experience can be good for one person and bad for another. As a matter of fact, it can be good for someone at one point in time and then bad for that same person at another point in time. That’s why we often say “experiences designed for everyone satisfy noone.”

Here are some implications of this law:

  • Experiences need to be designed for individuals. While it may not be possible to individualize every interaction, focusing on narrow segments (like Personas) is critical.
  • Customer segments must be prioritized. Since you need to design for specific types of people, experiences will be optimized for a set of customers. That will require companies to have a very clear picture of their important (and not so important) customers.
  • Customer feedback needs to be the key metric. Internal measurements may provide a sense of how the business operates, but they don’t give a true evaluation of customer experience. That’s why companies need to establish a Voice of the Customer (VoC) program; letting customer input drive priorities, decisions, and investments.
  • Employees need to be empowered. Since every situation can be somewhat different, the needs of customers can vary across interactions. That’s why front-line employees need to have the latitude to accommodate the needs of key customers.

The bottom line: You need to understand your customers, personally.

P.S. Here’s a link to all 6 laws of customer experience.

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.

5 thoughts on “CxP Law #1: Every Interaction Creates A Personal Reaction”

  1. Hi Bruce !
    Your take on the 6 laws is so very true. These are exactly the challenges that we face on a daily basis and try to educate our service staff on. Look forward to seeing the rest of the 6 law series…

  2. Well put Bruce! I have been anxiously waiting for further distillation of the 6 laws of CxP. Experience does matter! I find your last point particularly compelling. Employees do need to be encouraged (even incented) to understand the customer and then empowered to act. Looking forward to your thoughts on points 2-6.

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