I have so much to say about this simple slide that I'm not sure where to begin. It has certainly ignited plenty of debate over the years. Here are 4 takeaways in no particular order (I’ve been moving house this week and I’m a little worse for wear):

1. The slide reflects how most customers think. There's a difference in people's mind between a product; a brand; whether they’ve heard of something or not; and the customer experience, even if some weirdos have decided that CX now encompasses everything. Although they're interconnected, these distinctions can help you identify where to focus.

2. Most customers buy on total value: the aim is to be able to answer all 4 questions with a confident "yes", not one "very yes" and "no" to the others.

3. Diagnose the problem before prescribing CX improvements as the solution. If your product is totally outclassed by a rival, CX improvements won’t save you. If your brand doesn’t enter consideration, CX improvements have limited impact. If people don’t know you exist, they won't have the experience in the first place.

4. Whether you can “win” on CX or not depends on your strengths and weaknesses and those of your rivals. It just ain’t as simple as great cx = success.

See this post on LinkedIn