The belief that we should strive to provide outstanding customer experiences is so entrenched in marketing lore, it has its own acronym: ‘CX’. Whilst there is good evidence that CX leaders outperform CX laggards (see charts), we do recommend an introspective look at the ‘why?’ Why are so many companies working so hard to be customer-centric?

Some obvious motives to get you thinking:

  • To keep customers from looking at alternatives, by satisfying them in each interaction

  • To do such a good job for them that they feel good about returning the favour with their loyalty – reciprocity

  • So they will recommend your experience to others

  • So they are more likely to give you more of their business…

We could argue the detail of each of these, but we generally agree with them. Rather, our aim in this On Point is to point out an implementation challenge we often encounter with our customer-centric clients.