Customer Experience Strategy

Most customer centric programs fail. Here is why and how to fix it: 1. Lack of connection to business value ↳ If CX programmes aren’t clearly tied to business strategy (growth, retention, cost reduction), they struggle for sponsorship and resources. ▶︎ Link every CX initiative to a measurable business outcome. Show the ROI in language leaders care about. 2. Inconsistent leadership support ↳ Programme fails when leaders talk about customer centricity but don’t visibly back it: no budget, no priorities, no accountability. ▶︎ Get leaders visibly involved. Ask them to sponsor projects, join customer calls, and be held accountable for outcomes. 3. Data silos / fragmented systems ↳ Customer information lives in different departments and never gets connected. That creates disjointed CX. ▶︎ Ease silos with shared systems, shared goals, and regular cross-team reviews. 4. Poor adoption among employees ↳ Frontline staff often don’t get the training, tools, or motivation to deliver the customer promise. ▶︎ Train, equip, and inspire employees. Show how customer centricity makes their work more meaningful. 5. Focusing on metrics over meaning ↳ Over reliance on survey scores (NPS, CSAT, etc.) without digging into why: sentiment, stories, qualitative feedback. ▶︎ Combine metrics with qualitative feedback and act on them. 6. Rigid tech that can’t adapt ↳ If your tech stack is inflexible, you can’t respond fast to changing customer expectations. ▶︎ Choose tools that adapt to processes, not the other way around. Keep technology light, flexible, and always tested with real users. 7. Neglecting changing customer expectations ↳ Customer needs evolve. If the programme doesn’t frequently revisit feedback and adapt, it becomes misaligned. ▶︎ Build continuous listening loops. Regularly review and refresh journeys. 8. Poor governance over customer journeys ↳ Many companies map journeys beautifully but don’t build processes & ownership to sustain them across departments. ▶︎ Assign ownership for each stage of the journey. Make sure someone is accountable for improving and sustaining it. 9. Change resistance ↳ Organisations often resist changing their “way things are done”. ▶︎ Start small, show wins, and celebrate progress to shift mindsets. What else would you add? #cx #customerexperience #customerrelations

Your company doesn’t need a bigger Customer Success department. It needs a Customer Strategy. 💥 Let’s be honest. Most companies don’t need a massive Customer Success department. They need a Customer Strategy. Here’s why 👇 We built “Customer Success” to close gaps between Sales and Product, between promises made and promises kept, between what companies sell and what customers actually need. And yes it worked… for a while. But over time, CS became the catch-all for everything no one else wanted to own. 🩹 “Support is overwhelmed? Give it to CS.” 🩹 “Product feedback is messy? CS can handle it.” 🩹 “Renewals are unpredictable? CS should fix that.” Sound familiar? We’ve turned one of the most strategic disciplines in the business into a safety net. And it’s time to stop. 💡 The future isn’t about bigger CS teams. It’s about smarter customer systems. Customer outcomes aren't "designed" to live inside one department. They should live across every department. ✅ Sales owns the clarity of the promise. ✅ Product owns the proof of value. ✅ Marketing owns the amplification of success. ✅ CS connects, measures, and accelerates them all. Not just as a separate department, but as the architect of the customer strategy. When that happens, renewals and expansion stop being CS metrics and start being company metrics. 🧠 So what does this mean for you as a leader If your company’s “customer strategy” begins after the contract is signed, you don’t have a strategy. You have a reaction plan. And if your CS org spends more time fixing than designing, you don’t have Customer Success, you have Customer Survival. It’s time to evolve. Here are a few steps we can all take. 1️⃣ Dissolve the walls. Stop isolating customer outcomes within a single org. Build systems that connect Sales, Product, Marketing, and Success around shared customer metrics. 2️⃣ Redefine CS as the strategy layer. CS should architect the customer operating model, the connective tissue that drives growth, value, and trust across functions. 3️⃣ Elevate leadership accountability. Renewals, retention, and expansion aren’t just “CS numbers.” They’re proof of how well the whole company delivers on its promise. The companies that win the next decade won’t be the ones with the biggest Customer Success teams. They’ll be the ones where every team is built around Customer Success. #Leadership #CustomerSuccess #CustomerStrategy #BoldMoves #CreateTheFuture #DISQO

Well, here it is. Finally. I've been working on this weekly newsletter for a few months now, so I'm super excited to start publishing it. Week 1 of "AI, Not KPI" is here. It's based on 100’s of conversations with CX leaders all over the world who are struggling to move past surveys and text analytics. It is truly a CX transformation series. The transformation is broken out into the seven phases below, and over the course of the next year, I'll publish multiple pieces of content for each phase before we move onto the next one. Each week will include bespoke frameworks and content so you know how to put the words into practice. 1. Foundation – Breaking Survey Dependence 2. Signals – Building a Multi‑Signal CX Stack 3. Orchestration – Activating Insights in Real Time 4. Analytics & AI – Predictive, Personalized, Automated 5. Integration – CX Connected Across the Enterprise 6. Enablement & Culture – Humans in an AI‑Enabled CX 7. Transformation – Operationalizing AI‑Driven CX The first issue is called "Why Survey-Only CX Fails." And yes, I’m starting there on purpose. I had to because too many companies are still there. For way too many years, companies have been treating surveys like the whole customer system. Send the survey. Read the score. Build a dashboard. Discuss the trend. Maybe launch an action plan months later, if the meeting didn’t get moved. The old way worked when customer feedback was scarce. It just doesn't work anymore. It's now time change the program. Customers are telling companies what’s broken every day through calls, chats, complaints, digital behavior, service logs, operational data, reviews, renewals, cancellations, and silence. Nobody suffers from a lack of feedback. The challenge is how to turn it into an operating system that scales with data and AI. This series is not about abandoning surveys (I know, let the NPS haters line up now). Surveys still have a role. But they can’t sit alone at the center of CX anymore. The next version of CX needs to be faster, more connected, and much closer to how the business actually runs. It needs to see problems as they happen, understand what’s driving them, route action to the right teams or automate the fix in the moment, and show whether the fix made a difference. For paid Substack subscribers, I also included three practical tools in this week's release: (1) A CX Maturity Curve to see where your organization really sits. (2) A Baseline Scorecard to assess how ready you are for a more AI-forward CX model. (3) A detailed CX Maturity model I've developed and refined over the years that shows you which actions take you from survey-only to AI-forward. Paid subscribers get Google Doc, Sheets, and Slides versions so they can work with their team right away. Applicability and actionability are the key. Founding subscribers will also get on a 60-min group call with me live. #customerexperience #employeeexperience #leadership

As the Head of Capgemini Business Services's, I’ve had the privilege of working with numerous industry leaders to navigate the complexities of customer service. Our latest research from the Capgemini Research Institute highlights a critical insight: while nearly 60% of consumers view customer service as crucial to their brand perception, less than half (45%) are satisfied with their experiences. This gap presents a significant opportunity for transformation. In the GBS industry, we often face operational challenges that hinder our ability to deliver seamless customer experiences: Interdepartmental Coordination: A staggering 74% of executives say this is a major barrier, leading to fragmented and inconsistent experiences. Underutilized Customer Insights: Only 50% of organizations use customer service data in decision-making processes, missing key opportunities to enhance CX and operations across departments. High Agent Churn: Just 16% of customer service agents are satisfied in their roles, highlighting the need for better support and engagement. To drive satisfaction and loyalty, organizations need to improve collaboration between departments and make better use of customer insights across the business. AI is a game-changer here, and those that have implemented Gen AI are already seeing the benefits. AI can improve response times and cut operating costs. Generative and agentic AI can also enhance the experience for agents by providing real-time customer data from across departments like sales and marketing. Virtual agents are taking over repetitive tasks, and most agents (70%) are seeing a lighter workload, allowing them to focus on more valuable interactions. I believe that by leveraging AI and building a connected enterprise, businesses can transform customer service from a support function into a key strategic driver of value and growth. Read more in the comments below: https://lnkd.in/e6RhY2bN

Most enterprises are running an AI strategy designed for a customer who's about to disappear. The customer they imagine scrolls. Reads the hero. Compares features. Fills out a form. Every AI feature being shipped makes that journey faster, smarter, more personal. Call that Augmented CX. AI bolted onto the existing human journey. Better search. Smarter recommendations. Faster service. Point solutions inside the same architecture. The other transformation is Agent-Native CX. Different starting point. The buyer is not scrolling. The buyer is an agent. Procurement copilot. Research bot. Personal AI working on someone's behalf. It doesn't read your site, it queries your data. It doesn't trust your brand, it verifies your claims. It doesn't fill out forms, it commits transactions before any human ever sees you. These are not the same project at different maturity levels. They are different architectures. The cheapest way to tell them apart is the Discover, Trust, Act test we run on every client site. Discover. Augmented CX wins with SEO, scroll, and search. Agent-Native CX wins with structured data, APIs, and machine-readable inventory. Trust. Augmented CX leans on brand and design. Agent-Native CX leans on verifiable credentials, deterministic facts, audit trails. Act. Augmented CX ends in contact forms and callbacks. Agent-Native CX exposes quote APIs, transaction endpoints, agent-to-agent commerce. Most enterprises we audit score above 60% on Augmented. Almost none break 20% on Agent-Native. Not because the second is less valuable. Because it crosses brand, IT, sales, data, and legal in one project. The people who could fund it are usually the same people whose KPIs depend on Augmented working exactly as it does. The honest answer is to run both. Augmented keeps the business alive. Agent-Native is where the next decade of distribution lives. Different teams. Different metrics. Different timelines. One company. Augmented optimizes for attention. Agent-Native optimizes for queries. The companies running both quietly are building the only moat that compounds. #IntentNativeCX #AgenticAI #EnterpriseAI

Did you know that 95% of urban holiday shoppers in India research products online before visiting a store? The question for luxury brands is: How do you convert these online visitors into loyal offline customers? For luxury brands, the challenge isn’t choosing between online and offline—it’s blending them to create seamless, personalized experiences that retain the exclusivity and allure of the luxury segment. Here are five strategies luxury brands in India can adopt:   1️⃣ The In-Store Experience Luxury shopping is all about the experience. While not every store can replicate Louis Vuitton (see pics), brands can still focus on creating immersive spaces. 🔵 Design stores as places where customers connect with the brand, not just the products. 🔵 Host art installations, pop-ups, or workshops. 🔵 Enable online fulfilment so customers can explore products in-store and complete purchases later online.   2️⃣ Use Technology Not every brand can afford cutting-edge AR or VR tools, but simpler technologies can also elevate the customer journey. Install tablets or interactive screens to offer customisation options like unique designs or personalised engravings. 3️⃣ Leverage Data Online data, like browsing habits and purchase history, can help create tailored in-store experiences. Imagine a scenario where a customer books an appointment, and the staff has pre-selected items based on their online activity. 🔵 Invest in CRM systems to collect and analyze customer data. 🔵 Train staff to use this data for personalized service. 🔵 Send timely notifications about new arrivals or events that align with customer preferences. 4️⃣ Omnichannel Integration The boundaries between online and offline are increasingly blurred. A customer might discover a product on Instagram, research it on your website, and then visit your store to complete the purchase. 🔵 Interconnect all channels—online and offline—for a unified experience. 🔵 Offer features like appointment booking, product reservations, and virtual consultations. 🔵 Provide flexible options, including in-store pickups and home delivery. 5️⃣ Redefine the Role of Sales Staff In the “phygital” era, sales staff are not just sellers—they are brand ambassadors and trusted advisors. 🔵 Train them to align service with the brand’s online interactions. 🔵 Equip them with tools to access customer profiles and preferences. 🔵 Focus on building long-term relationships rather than closing immediate sales. The future of luxury retail lies in combining the strengths of digital convenience and physical presence. By investing in technology, adopting data-driven personalization, and rethinking store roles, luxury brands can create unforgettable customer experiences that build lasting loyalty. In a world where expectations are constantly evolving, the brands that can master this digital-physical intersection will set the standard for the luxury market of tomorrow. #omnichannelretail #luxuryretail

🛍️ Department Stores Are Becoming Curators of Conscious Consumption From conciergerie services to dedicated “Re-” corners — department stores are reimagining what it means to serve today’s customer. A standout example? Reselfridges at Selfridges London — a concept that seamlessly integrates resale, rental, repair, refill, and recycling under one roof. It’s more than a corner; it’s a commitment to circular fashion and a redefinition of luxury through sustainability. 🔁 Why this matters: For customers: • Convenience: Having repair, resale, and rental services within the store means fewer steps between intention and action. • Empowerment: Customers can participate in sustainability without compromising style or experience. • Personalization: The conciergerie model adds a human touch — guiding shoppers through their “re” journey with tailored support. For brands and retailers: • Extended product lifecycle: A chance to extract more value from each item produced. • Deeper engagement: Building relationships not just at the point of sale, but across the full life of the product. • Differentiation: In a saturated market, circular services elevate the store’s role from seller to sustainable facilitator. ⚠️ Of course, challenges remain: • Operational complexity: Managing inventory, authentication, repairs, and rentals requires new capabilities and partners. • Brand alignment: Not all labels are ready to embrace second life strategies — especially in the luxury sector. • Customer education: Circularity still needs a strong narrative to be fully understood and adopted. Still, the shift is undeniable. Department stores are no longer just places to buy — they’re evolving into ecosystems of experience, care, and conscious choice. Have you come across inspiring “Re-” corners in Paris or elsewhere? Let’s exchange notes 👇 #RetailInnovation #CircularFashion #CustomerExperience #Reselfridges #DepartmentStores #SustainableLuxury #RetailStrategy #londonretail #topretailexpert #realretail #retailconsulting #selfridges

Excited to share a compelling case study — “Co-creating a Smarter Airline CX Model with Scalable, AI-Powered Chat Support”. The team transformed digital support for a major US airline by blending AI, analytics and human-centred design to deliver a support model that’s faster, more empathetic and built for scale. Key takeaways: • Scaling chat operations without sacrificing quality or brand voice. • Migrating 1,000+ FTEs seamlessly with zero disruption. • Elevating CSAT/SPS scores and SLA adherence through smart automation + human oversight. It’s a strong reminder that AI alone isn’t the answer — it’s the combination of tech + people + design thinking that unlocks real impact. If you’re working in customer experience, digital support or operations transformation, this is a great read. Deepak Gupta Keshav R Murugesh Raj Sivakumar #CustomerExperience #AI #DigitalTransformation #Airlines #CX

"𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐘𝐨𝐮𝐫 𝐒𝐢𝐧𝐠𝐥𝐞 𝐕𝐢𝐞𝐰 𝐨𝐟 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫" In today's data-driven business landscape, developing a single view of customer (SVC) is no longer a luxury - it's a necessity. But where do you start on this complex journey? Let's break it down: 🔹 𝐃𝐞𝐟𝐢𝐧𝐞 𝐘𝐨𝐮𝐫 𝐎𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞𝐬: Begin by clearly articulating what you hope to achieve with your SVC. Is it to enhance personalisation, improve customer service, or drive more effective marketing? Your goals will shape your strategy. 🔹𝐀𝐮𝐝𝐢𝐭 𝐘𝐨𝐮𝐫 𝐃𝐚𝐭𝐚 𝐒𝐨𝐮𝐫𝐜𝐞𝐬: Take stock of all your customer data touchpoint - CRM systems, marketing platforms, sales data, customer service interactions, etc. Understanding what data you have and where it resides is crucial. 🔹𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐃𝐚𝐭𝐚 𝐆𝐨𝐯𝐞𝐫𝐧𝐚𝐧𝐜𝐞: Before you start consolidating data, ensure you have robust governance policies in place. This includes data quality standards, privacy protocols, and compliance measures. 🔹𝐂𝐡𝐨𝐨𝐬𝐞 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲: Select a platform that can integrate your various data sources and provide a unified view. This could be a Customer Data Platform (CDP) or a custom-built solution, depending on your needs. 🔹𝐒𝐭𝐚𝐫𝐭 𝐒𝐦𝐚𝐥𝐥, 𝐒𝐜𝐚𝐥𝐞 𝐆𝐫𝐚𝐝𝐮𝐚𝐥𝐥𝐲: Begin with a pilot project focusing on a specific segment or use case. This allows you to test your approach and demonstrate value before scaling up. 🔹𝐅𝐨𝐬𝐭𝐞𝐫 𝐂𝐫𝐨𝐬𝐬-𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧: SVC isn't just an IT project—it requires buy-in and input from marketing, sales, customer service, and other departments. Create a cross-functional team to drive the initiative. 🔹𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐬𝐞 𝐃𝐚𝐭𝐚 𝐐𝐮𝐚𝐥𝐢𝐭𝐲: Implement processes for data cleansing, deduplication, and ongoing data maintenance. Poor data quality can undermine even the best SVC strategy. 🔹𝐏𝐥𝐚𝐧 𝐟𝐨𝐫 𝐂𝐨𝐧𝐭𝐢𝐧𝐮𝐨𝐮𝐬 𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐦𝐞𝐧𝐭: Your SVC strategy should evolve with your business. Regularly review and refine your approach based on new data sources, changing customer behaviors, and emerging technologies. Building a single view of customer is a journey, not a destination. It requires ongoing commitment and investment, but the payoff in terms of improved customer experiences and business outcomes can be substantial. Are you on the journey to developing a single view of customer? What challenges have you encountered, and what strategies have you found effective? #CustomerData #DataStrategy #SingleViewOfCustomer #CustomerExperience

The future of customer experience is proactive, personalized, and powered by AI. This new era in customer experience represents a fundamental shift in how businesses will connect with their customers. Here’s how it’s taking shape: 1. Seamless AI-Human Collaboration The future of CX lies in the synergy between AI and human touch. AI will handle repetitive tasks and complex analysis, freeing human agents to focus on empathy and nuanced problem-solving. This isn't about replacement, but enhancement. 2. Proactive Issue Resolution We're moving beyond reactive CX models. Advanced AI systems will detect patterns and flag potential issues before they impact customers, shifting the paradigm from problem-solving to problem prevention. 3. Real-Time Personalization Beyond basic segmentation, AI delivers truly personalized experiences by analyzing customer data and contextual signals instantaneously. This enables businesses to dynamically adapt every touchpoint, creating experiences that feel custom-crafted for each customer. 4. Emotionally Intelligent Interactions The next frontier is AI that can sense customer sentiment and adjust communication accordingly. This emotional intelligence will be crucial in creating authentic, empathetic customer experiences at scale. 5. Evolving CX Systems: Static systems are becoming obsolete. The future belongs to AI that continuously learns and evolves from every interaction, constantly improving the entire CX infrastructure. The companies poised to lead are doing more than deploying AI—they’re reimagining the entire customer journey with AI at the center. I'm curious to hear from fellow leaders and innovators: What AI-driven CX innovations have caught your attention recently? How do you see these advancements shaping your industry? #CustomerExperience #AI #BusinessTransformation #CX