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A huge hole in your CX discussion

“What level of customer experience do you believe your organization is performing at?” is a question I often ask when I first meet a client.
The answers are almost always a variant of:
1)  We are great
2)  We are awful
On rare occasions, they might even have some metrics to support their opinion.  These clients are at least building toward a data-driven organization.
Unfortunately, the discussion has a hole you can drive a Mack Truck through.  The discussion I desperately want clients to think about is “At what level of customer experience are you performing compared to your competition?” 
We live in a world of competition where good is not enough – you need to be on the path of being the best in your industry.

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