To succeed in competitive markets we must create a perception of value in the customer’s mind. There are four ways we can influence this perception:

1. The benefits and pricing of the product or service
2. The distinctiveness and appeal of the brand
3. The level of awareness among prospects and customers
4. The quality of the end-to-end customer experience

These deceptively simple statements should trigger important questions within your organization:

What are our strengths and weaknesses?
Are we putting the right attention on each element?
Where must we outperform rivals?
Are we coordinating our efforts in these areas well enough?

After my book on CX principles came out I had many enquiries to work on projects where people had never considered these basic questions, or whether improving the customer experience would fix the organization’s problems or deliver their ambitions. CX was the hammer, everything was a nail. It surprised me that people couldn't see the bigger picture — an insight that led me to write The Grid.

It frustrates me that CX is sometimes sold as a panacea, but the tide is turning as companies demand results and tighten their belts. CX practitioners who thrive will stop the hard sell and focus on creating value in context. The rest will be out!

See this post on LinkedIn