My Customer Experience Manifesto Continues

Given my plans to leave Forrester, it seems like a great time to look back at some of my core beliefs. A post that I wrote back in September 2007 called My Manifesto: Great Customer Experience Is Free still captures the essence of my passion around the customer experience movement. With that in mind, here’s a condensed, somewhat rearranged version of that post…

Corporations removed major quality defects in the 80’s, re-engineered business processes in the 90’s, and now it’s time to take on the next big challenge for corporate America:  Customer experience.

I often equate the customer experience movement to the quality movement which is well described in the book Quality Is Free: The Art of Making Quality Certain by Philip B. Crosby. As Crosby said in his book:

You can do it too. All you have to do is take the time to understand the concepts, teach them to others, and keep the pressure on.

Customer experience is critically important, it’s broken, and fixing it can be very profitable. So don’t settle for the status quo! It’s up to you.

Here are 7 critical areas in which the customer experience movement can learn from the quality is free movement:

  1. Nobody owns it (or the corollary, everybody owns it). In the early stages of the quality movement, companies put in place quality officers. Many of these execs failed because they were held accountable for quality metrics and, therefore, tried to push quality improvements across the company. The successful execs saw their role more as change facilitators – engaging the entire company in the quality movement. Today’s chief customer officers need to see transformation as their primary objective — and not take personal ownership for improvement in metrics like satisfaction and NetPromoter.  
  2. It requires cultural change. Many US companies in the 1980’s put quality circles in place to replicate what they saw happening in Japan. But the culture in many firms was dramatically different than within Japanese firms. So companies did not get much from these efforts, because they didn’t have the ingrained mechanisms for taking action based on recommendations from the quality circles. Discrete efforts need to be part of a larger, longer-term process for engraining the principles of good customer experience in the DNA of the company.
  3. It requires process change. Quality efforts of the 1980’s grew into the process reengineering fad of the 1990’s. As business guru and author Michael Hammer showcased in his 1994 book Reengineering the Corporation: A Manifesto for Business Revolution, large-scale improvements within a company requires a change to its processes. That perspective remains as valid today as it was back then. Customer experience efforts, therefore, need to incorporate process reengineering techniques. That’s why these efforts must be directly connected to any Six Sigma or process change initiatives within the company.
  4. It requires discipline. Ad-hoc approaches can solve isolated problems, but systemic change requires a much more disciplined approach. That’s why the quality movement created tools and techniques — many of which are still used in corporate Six Sigma efforts. These new approaches were necessary to establish effective, repeatable, and scalable methods. A key portion of the effort was around training employees on how to use these new techniques. Customer experience efforts will also require training around new techniques. Here are a couple of my posts that describe this type of discipline: Experience-Based Differentiation and Are You Listening To The Voice Of The Customer.
  5. Upstream issues cause downstream problems. This is a key understanding. The place where a problem is identified (a defective product, or a bad experience) is often not the place where systemic solutions need to occur. For instance, a problem with a computer may be cause by a faulty battery supplier and not the PC manufacturer. A bad experience at an airline ticket counter may be caused by ticketing business rules and not by the agent. So improvements need to encompass more than just front-line employees and customer-facing processes. 
  6. Employees are a key asset in the battle. The quality movement recognized that people involved with a process had a unique perspective for spotting problems and identifying potential solutions. So the many of the tools and techniques created during the quality movement tap into this important asset: Employees. Customer experience efforts need to systematically incorporate what front-line employees know about customer behavior, preferences, and problems as well as what other people in the organization know about processes that they are involved with.
  7. Executive involvement is essential. For all of the items listed above, improvements (in quality then and in customer experience now) require a concerted effort by the senior executive team. It can not be a secondary item on the list of priorities. Change is not easy. To ensure the corporate resolve and commitment to make the required changes, customer experience efforts need to be one of the company’s top efforts. Senior executives can’t just be “supportive,” they need to be truly committed to and involved with the effort.

The bottom line: The great customer experience is free movement continues!

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 My Customer Experience Manifesto Continues

  1. Pingback: Think Outside Of The Box – Dental Marketing Tips « Balaji's Weblog

  2. 100% agree Bruce it’s free. People just don’t believe anything is free though do they? Which is a shame and I guess, hence the movement!

    Not sure if you meant the same as me though but my belief is around technology that helps (in part) solve this. If you have a Contact Center spend $1m on software that will have a direct correlation to improving customer experience then it’s often still seen as a cost even if that $1m spend will save $15m in the first year. Not only is that free, you get $14m”cash-back” 🙂

    And that’s only the bottom line savings, not the savings reaped from improving the processes like happier customers and staff equals higher retention, lower training, less errors and so on down the call center stats.

    I came up with a new (but whacky) term call AWT when I was told AHT doesn’t really matter that much (huh?). AWT then, to me is Average Wasted Time, i.e. lets eliminate waste (manual processes, duplicated effort at the call centers desk, where the apps live) and then decide what to do with that saving. Apply it to reduced AHT, apply it to more up-sell time or just talk about the customers grandma to make everyone feel good. Either way, AWT is a call centers nightmare and until we do away with that (which is effectively FREE), the Customer Experience will continue to suffer.

    My 2 cents anyway.

  3. Harry Klein says:


    Your manifesto should be required B-school and executive suite reading.

    Good luck with what’s next. Many of us will be watching and waiting and ready to check “it” out.


  4. Majid Rizvi says:

    Great post Bruce. As a CE Strategy consultant, the first thing I take a note of when I arrive at the client’s site is to observe the culture. How receptive they are, what type of push back do I get and what are the obstacles created or how accommodating is the client’s mid management team is towards my requirements. This speaks to all the points you have mentioned above and this also translates to what is my client’s customer’s experience is like (hence I am there). It all starts from within and cultural change is an ongoing process that drives everything else leading up to customer experience.

    Looking forward to hearing about your next move.


  5. Pingback: Ten things I’d do if I were in charge of an airline’s customer experience - the customer experience for profit blog

  6. Pingback: Customer Experience Meets Six Sigma And Lean « Customer Experience Matters

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