Customer Experience Matters’ 8-Word Mission

I recently read a blog post about Kevin Starr, the executive director of the Mulago Foundation, who insists that companies he funds express their mission statement in under eight words. The formula he looks for: “Verb, target, outcome.”

Well, it got me thinking about this blog. So here’s my 8-word mission statement for Customer Experience Matters.

Propel executives to think strategically about customer experience

The bottom line: Hopefully I’m delivering against this mission

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:

2 thoughts on “Customer Experience Matters’ 8-Word Mission”

  1. Hi Bruce I hope your having a fantastic festive season. I wish you and your family a healthy and prosperous 2011. Thank you for your insightful contribution to the customer centricity discussion in 2010. I believe your material/thinking is at the leading edge on the topic. On your 8 word mission, I’m not sure if “propel” came before “engage” but I feel that via the blog you currently “inform.” I’d very much like to see you engage with readers of your blog but at present you seem a bit reluctant to respond directly to comments. I think if you did this a bit more it would bring the blog alive. This is only a personal opinion and your other readers may have a different opinion. I’d be interested to hear their thoughts.

    1. Ray: Thanks for your comment and nice wishes. Happy holidays to your family as well! The last part of this year has been pretty hectic for me. So, unfortunately, I haven’t been able to keep up with the comments. Please don’t view my lack of responses as reluctance; just a shortage of time.

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