When CX professionals are confronted with the reality that brands grow through acquiring new customers not deepening the loyalty of their current buyers, and that new customers drive word of mouth not long-standing loyalists, their reaction is typically indignation, denial, or refusal to examine the data.

That’s understandable. When our core beliefs are challenged it can make us fearful, and the process of discovery, reorientation and letting go of bad beliefs can feel like a lot to take on.

But while these insights challenge the dogma of the discipline, they don’t challenge the discipline itself. Instead, they represent an amazing opportunity, because those who embrace them can make a much larger contribution to their organization's success. How?

An experience is just a set of interactions, and we can decide which/whose interactions to focus on. For example we could put much more effort into dismantling barriers to purchase and reducing time to value. It also doesn’t mean that customer satisfaction doesn’t matter — a common misinterpretation — since this is bound to affect our acquisition abilities. A 1 star average on yelp isn’t exactly a customer magnet.

It just means reframing activities with a different primary goal — acquisition, not loyalty.

Vive la revolution!

See this post on LinkedIn