Customer Centricity Requires All Four CX Core Competencies

As most readers of this blog will likely know, customer-centric organizations must master Four CX Core Competencies:  Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness. It turns out that you’re only as good as your weakest link. Here’s what it looks like when you fall short in one of these areas:four customer experience core competency mastery

  • Without Purposeful Leadership the company is Stagnant. Lacking alignment, very little progress is made.
  • Without Compelling Brand Values, the company is Adrift. Lacking identify, there’s no focus clear priorities.
  • Without Employee Engagement, the company is Turbulent. Lacking commitment, stress grows between leaders and employees.
  • Without Customer Connectedness, the company is Disappointing. Lacking insights, offerings continually miss their mark.

The bottom line: Master all Four CX Core Competencies.


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.

2 thoughts on “Customer Centricity Requires All Four CX Core Competencies”

  1. Thanks for sharing this. The visual of the four pillars and the consequences of the lack of mastering them is great – and useful in educating the power of each. In reviewing, i think they could be weighted as well – with emphasis on leadership and customer connectedness. With good leadership, you will have good employee engagement and brand values. With customer connectedness, you will have good process and technologies in place that help with both customer and employee engagement as well as delivery on the brand values. The disconnect is between the leadership and the front lines or the front lines and back office (technology and people).


    1. Holly: Thanks for sharing your thoughts. I wouldn’t weight them, because they are all important (and you are only as good as your weakest competency), but I do think that it often makes sense to start with those two areas.

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