CX Leaders Are More Customer- And Mission-Centric

In the recent report, The State of CX Management, 2015, we examined how survey respondents from firms with $500 million or more in revenues classified their corporate culture. As you can see below, almost half selected either profit- or sales-centric.

  • Profit-centric (Generating profits come first): 28%
  • Sales-centric (Generating sales comes first): 20%
  • Customer-centric (Our customers come first): 16%
  • Product-centric (Product features and capabilities come first): 14%
  • Mission-centric (Fulfilling our mission comes first): 9%  
  • Process-centric (Process efficiency comes first): 7%
  • None of the above are even close to describing our culture: 5%

We also examined the difference in responses based on the companies’ results in Temkin Group’s CX Maturity and Competency Assessment. The chart below shows a significant difference between companies with above average CX maturity and those with below average CX maturity. Companies with higher CX maturity levels are much, much more likely to be customer- or mission-centric.

1506_CultureVsCXMaturityThe bottom line: CX maturity often requires culture change

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 “CX Leaders Are More Customer- And Mission-Centric”

  1. I’m not sure there’s much of a difference in intent between ‘profit centric’ and customer centric’ in the real world IF -bug if I know but… IF you believe that understanding what your customers value and building your strategy around their success can drive decisions as to where you commit the resources.

    Customer centricity – if done properly and well, should fine tune the internal workings of the provider organization and drive ensure a great return on each workforce unit expended….

    There’s no sense to me in being ‘customer centric’ if it just means pleasing the customer all the time regardless of the effort you need to invest, or functionality you need to deliver – thats plain senseless and a recipe for failure…

    1. Hi Ian: Good point. A successful customer-centric organization should be profit-centric. Unfortunately, organizations tend to work with a short-term orientation. So, there is a difference in those types of cultures (as is shown in the percentage that have chosen them). I’ve worked with many difference companies in both camps. Profit-centric organizations tend to look at each decision on the basis of what it will do to help short-term financial results. Customer-centric organizations tend to bias their decisions to living up to their brand promises, even if it has a short-term impact on financial results.

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