The seven deadly sins of the CX transformation journey

Consumer Products & Retail

September 21, 2017 / 2 min read


Customer Experience

The seven deadly sins of the CX transformation journey

Myopia, imbalance, indifference… Here are the seven deadly sins related to establishing a customer experience culture within an organization.

The author presents the 7 things to avoid when establishing a customer experience culture within an organization.

  1. Myopia: A number of managers start the transformation process without having a realistic, clear vision of their organization’s future. They prefer to quickly target concrete actions, often in customer experience areas which are not top priorities.
  2. Indifference: Many organizations fail to establish this change because customer experience is not one of the management team’s 3 main priorities, leading to a general lack of support for the project.
  3. Worthlessness: Certain organizations launch these programs without being familiar with the benefits or financial value of the new customer experience, which generally leads to a lack of resources and investment related to the project.
  4. Heedlessness: Many customer experience transformations start by identifying the components that matter the most to the customer relying on the management teams’ perspective rather than the consumers’ (e.g.: satisfaction survey).
  5. Imbalance: Some transformations fail because the project loses momentum when few impacts are noticeable over the short term. It is therefore essential to have a balanced portfolio of initiatives (over the long and short terms), to demonstrate success from the start, maintain the rhythm and keep learning over time.
  6. Fractionalism: Some managers have too narrow a view of customer experience, and focus solely on certain aspects of it. Therefore, they end up underestimating the importance of changing in-house cultural even though it is necessary for making that kind of change.
  7. Orthodoxy: Some organizations do not consider the opportunities connected with designing this new customer experience, which, in turn, lessens any chance of alleviating the issues their customers experience.


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