Great Customer Experience Is No Accident

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October 12th, 2011

By Bruce Temkin, Chair of the Customer Experience Professionals Association, Managing Partner of Temkin Group, and blogger at Customer Experience Matters.

My research has shown that great customer experience is rewarded with stronger customer loyalty. This relationship motivates many companies to focus on improving their customer experience. The simple desire to improve customer experience, however, is not sufficient to drive change.

While customers may interact with discrete parts of an organization like sales and service, everyone in a company plays a role in the ultimate experience. It doesn’t take much to create a bad experience: Marketing sets the wrong expectations, a product doesn’t work quite right, the bill includes unexpected charges, an agent isn’t empowered to fix an issue, or any other myriad of misguided business rules and process miscues.

Our research has identified four customer experience core competencies: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness. If you want to be great at customer experience, you need to excel in all of these areas, which cut across most organizational silos. And it doesn’t happen by accident.

Great customer experience requires great customer experience professionals doing great work in a supportive environment. Over the last few years, we’ve seen a rise in the number of these professionals who are building voice of the customer programs, driving cultural change, and infusing organizations with customer-centric thinking. Without the ongoing support of these people, companies often fall back into their internally focused ways.

We created the Customer Experience Professionals Association (, to support these professionals.

The CXPA is a global, non-profit organization that supports the professional development of its members by enhancing networking, providing research and education, establishing standards, promoting the industry, and creating a better understanding of the discipline of customer experience.

I’d like to welcome NICE as a corporate member of the CXPA. If you care about customer experience, then I encourage you to also consider joining the CXPA.

Great customer experience is no accident, but together we can make it more commonplace.

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