The 6 Gaps Between Intentions And Reality

I just ran across an article on CRM Daily called “Customer Service’s Gap Between Intention and Reality” that starts as follows:

When it comes to looking after our customers, quite often there is a gap — a huge gap — between theory and practice.

My take:  Let me start by saying that I don’t believe that there is a gap between theory and practice. That’s because there are, in fact, many gaps. I took a quick stab at highlighting 6 major customer experience gaps.

Six Major Customer Experience Gaps

Why is this detail important? Because you can’t systematically solve customer issues until you understand exactly which gap(s) have the problem.

The bottom line: Don’t let your customer experience get lost in the gaps.

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

6 Responses to The 6 Gaps Between Intentions And Reality

  1. Pingback: Temkin: The 6 Gaps Between Intentions And Reality « NextUp

  2. Pingback: With Customer Service, Nothing Beats ACES « Customer Experience Matters

  3. Mark Gregory says:

    Bruce this is a useful expansion of the original point and a great summary for CEM managers to use in analysing their own customer experiences.

  4. Ola says:

    Hello mr Temkin, i am a student whos investigating customer experience related issues and i must say that it is one of the best places i have found for this. better than several books i read. Your blog is very informative, clarifying, changes perspectives.. i must say Excellent in terms of knowledge and points of view i was forces to crash myself with! maybe thanks to rarity of conscise minds among cem professionals and educators;-) thanks a lot also for revealing small parts of forrester reasearch

  5. Bruce Temkin says:

    Ola: Thanks for your feedback. I am happy to hear that you’ve found my blog to be useful. As a student, you’re in a great position to learn new things. Hopefully when you go into the work world you’ll be able to help companies do a better job with customer experience!

    • Steve BArnes says:

      These gaps are very similar to those in the Servqual model, which I have always thought is one of the most usful models for thinking about service quality and customer experience.

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