Customer Connectedness Overview


Temkin Group has found that the only path to sustainable customer experience differentiation is to build a customer-centric culture. How? By mastering Four Customer Experience Core Competencies.

This page describes one of those competencies, Customer Connectedness. To master this competency, customer feedback and insights must be integrated throughout the organization.

Most companies make decisions with woefully little customer insight. Instead, people often rely on their “gut feelings” or outdated anecdotes about customer needs, desires, and feedback. But any meaningful improvements to customer experience require companies to embed deep customer insights into every aspect of their operations.

Customer Connectedness: One of the Four Customer Experience (CX) Core Competencies (Infographic)

Companies looking to master this competency should focus on these four strategies:

  • Continuously listen and act. Many organizations recognize that gathering insights about customers is an important component of CX, which is why they create voice of the customer (VoC) programs. Good VoC programs must generate insights that drive actions across the organization..
  • Target specific customer segments. There’s a saying in user experience that goes, “Any experience that’s built to meet everyone’s needs won’t meet anyone’s needs.” It’s true – different customer segments can react quite differently to the exact same treatment. One tool companies can use to ensure that all employees view customer segments in exactly the same way is design personas, which are vivid descriptions of prototypical customers within a segment.
  • Focus on customer journeys. Every interaction a customer has with a company is just one small step in his or her much larger journey, yet companies tend to focus on only a single interaction at a time. To overcome their internal point of view, an organization must focus on helping its customers achieve their goals, not its own corporate goals.
  • Design for real people. To lighten our cognitive burden, people make most decisions using intuitive thinking – which is fast, automatic, and emotional – rather than rational thinking – which is slow, effortful, and logical. Because humans mostly use intuitive thinking to make decisions, companies should design experiences in ways that tap into people’s natural heuristics and biases.

Customer Connectedness Content

Here is some key content for this competency:

Customer Insights Information:

Experience Design Information:

Here is some additional content about Customer Connectedness:

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