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 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 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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