Customer experience (CX) is about change.
I wrote about this last week. But there’s a lot of confusion about the best way to create this change.
Immature CX practitioners often see themselves there to drive the business. They see their role as being on the outside, there to show the business what the customers really want. And this role feels good. “I represent the customer, and am here to show you what they want” is an easy go-to place.
It’s also a terrible way to create sustainable change. Read more