CX INSIGHTS SERIES: PART FOUR – WHAT’S IN A NAME? THE BENEFIT OF REMOVING THE CX LABEL
Immersed in a fantastic 2 day Customer Experience extravaganza at CXPA Insight Exchange, it’s easy to forget how far CX has come over the last 10 years. The profession now has stewardship of arguably the most important strategies and approaches for any organization’s long-term survival. Everywhere you look you see new and innovative techniques and approaches for understanding and thrilling customers.
It was within this environment that one message rang a bell on Day 2 of the conference. A consultant from a large company cautioned the audience about pitfalls in developing the case for CX improvements – keep your focus on articulating the business benefit of your projects – and in some cases it may make sense NOT to label it as a CX initiative.
To a CX purist, this act of heresy may seem at best cowardly, and at worst, complete treachery to the CX profession. But there was strong and simple justification.
Some companies still have significant functional silos that are skeptical about CX. Putting the CX label on an initiative can create unwanted resistance from Product or Sales or Marketing or Finance, killing a project before it gets off the ground. In many organizations, the most important step is to get alignment behind the right customer focused initiative – regardless of label. As long as this initiative starts to demonstrate business value, the foundation is set for more overt customer orientation and focus on customer experience management if and when the timing is right.
In short, what matters is the customer’s experience rather than the Customer Experience function. The natural evolution for all organizations should be to reach a point where customer experience is so central to everything that a formal CX function ceases to exist, and instead evolves into something akin to a conductor in an orchestra, subtly but critically impacting every move.