There are two easy ways to disguise flimsy thinking: jargon and complicated diagrams. 

This one’s been getting likes and shares from the CX community, but a moment’s reflection reveals a multitude of sins.

The title and diagram don’t fit together:

If this is “The sum of all customer perceptions” where is branding, advertising and social sentiment / word of mouth? What are HR doing floating around in there?

Stupid labelling:

“Development” - Software? Nuclear weapons? Slide film?
“Events” - Customer interactions? Conferences? Morris dancing? Corporate Go-Karting?
“Marketing” - Does this encompass advertising, brand building, customer segmentation, pricing and everything else? Surely some of these warrant their own orbs if CSR get one.

Arbitrary overlaps:


Why does digital transformation sit entirely within customer experience, but “marketing” is just an appendage hanging off the side without any connection to product or sales? CX is really a subsection of marketing, not the other way around.

Misleading sizing and placement:

CX is huge and central. Marketing, product management and sales are small and peripheral, which is a gross misrepresentation of reality.

Net Bullshit Score = 11.

#customerexperience #bullshit

See this post on LinkedIn