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 am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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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