CX Club Podcast with Ian Williams CX of M Radio

Creating a segmented persona driven Customer Experience strategy is all well and good, but without the ability to tie it back to individual customers through data - so that you know which customer should be treated with which treatment strategy - then the whole thing is a paper exercise.

Some organisations develop journey maps, pop them on the wall and then leave it at that. But the map isn't really the point of Customer Journey Mapping, it's just a byprroduct. So, what is the point?

Different parts of the business can often lay claim to the 'ownership' of the relationship with the customer, but which part of the business should own Customer Experience Management?

Don't think for one second that one organisation has the ability to control the customer's experience. Going on holiday is so much more than booking a flight...

If your employees are having a bad experience in the workplace, how can you expect them to deliver your customers a great experience. But beware! Delivering a great employee experience is no guarantee of your business deivering a great customer experience...

You deliver the experience to the customer via your service, product and channel propositions (the value proposition), however the experience is judged against what the customer expected from you, which is, in part, governed by your brand promise.