Do the facts fit the theory? Here are some sacred cows in CX and some conflicting examples that are worth pondering:

Cow 1 - “We need to delight our customers.”

Amazon - often cited as the gold standard of customer experience - doesn’t delight their customers, they just provide a consistent, efficient service. This strongly suggests that effortlessness, not delight is the superior strategy.

Cow 2 - “Customer experience is now the main competitive battleground.”

And yet the media is awash with articles about how Apple - who excel at customer experience - are “in trouble” because their current line of products aren’t innovative or exciting enough. This strongly suggests that having a compelling product is at least as important if not more so than having a great customer experience.

Cow 3 - “Positive word of mouth is the most accurate measure of loyalty and growth.”

The service you probably use most on a daily basis is Google’s search engine. When was the last time you recommended it to someone? This strongly suggests that positive word of mouth actually declines the more we use something, which raises some interesting questions about NPS...

#customerexperience

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