In the broadest sense, marketing is about creating value for customers. As such, CX initiatives — which share the same aim — are fundamentally marketing activities.

Unfortunately though, many in CX — and the gurus they follow — don’t consider their work to be a form of marketing at all. Many even find the suggestion distasteful.

Either way, as a result they ignore law-like principles that should guide their work, instead pursuing strategies that are all but destined to fail.

As a profession, we urgently need to:

Stop trash-talking other disciplines, see our work as complementary to other specialisms, and seek ways to make our efforts work together for the greater good.

Stop believing mistruths about satisfaction, retention, loyalty, word of mouth, brand "love" and super-fans, and instead focus more attention on acquiring new customers to help our organizations grow.

Stop trying to deeply tailor experiences to small segments, and devote more resources to improving the basic experiential elements that appeal to everyone in the category (especially light buyers).

And we definitely need to stop using bogus statistics to sell the value of CX improvements. If you follow the laws of marketing instead, the results will speak for themselves!

See this post on LinkedIn