The concept of Customer Experience (CX) for many is still associated with old adages like “the customer is always right,” but that’s been changing for a decade now. And over the next few years, you’re likely to hear CX and CX Intelligence much more frequently as businesses become aware of things that business leaders like Amazon CEO Jeff Bezos have known from the start.
In his annual letter to shareholders, Bezos shed some light on just how Amazon has been able to sustain its momentum. It’s a great read, which everyone making big decisions on behalf of an organization should check out, but the gist boils down to just three main components: stay customer obsessed, beware of proxies, and make great decisions fast. The first point about being focused on the customer, in my opinion, ties to the following two. But since not every company is Amazon-sized (with Amazon-sized resources), taking a customer-centric approach also requires a sound strategy and the right CX partner.
Here are three reasons choosing the right CX partner and the right approach can help you steer your business like Bezos himself:
True customer obsession requires measuring the customer experience correctly
One big advantage of being truly customer obsessed, Bezos writes, is that “customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.”
Being able to understand what your customers want without them telling you directly can be difficult. In some cases, as Bezos points out, they don’t even know what they want until you give it to them. Therefore, any organization that is serious about measuring the customer experience needs to fully understand the all the ways to collect customer feedback. The rigorous approach to CX measurement that’s used in ForeSee’s patented CX methodology actually predicts outcomes and future behaviors.
Avoid proxies by using industry benchmarks
In the letter, Bezos explains how (mostly larger, established) organizations fall into the familiar trap of creating methods to measure progress, and then focusing on hitting goals of their processes. It happens to the best companies, but one established component ForeSee provides to clients is analysis comparing various CX measurement categories to industry benchmarks for direct and indirect competitors.
One of the best ways to avoid falling into the proxies trap is to measure yourself not just over time, but also against your competitive set and even the best in class in other industries. And having benchmarks that translate to the measurements you’re using to assess your own customers/patients/users/citizens can be invaluable.
Embrace trends, make better decisions with CX measurement
This is a two-part piece of advice from Bezos on how to keep pushing ahead as an organization. He suggests that businesses would do well to embrace technological or behavioral trends that aren’t currently present and that businesses who can make “high-quality” decisions at a fast pace will find success.
Again, I go right back to good customer experience measurement, which can both help you understand areas of sensitivity when implementing new trends as well as understand the most impactful changes that will increase customer satisfaction – before you make those changes. ForeSee even has a specific capability for doing this within the ForeSee CX Suite called the Priority Index that shows you where you stand and exactly where to prioritize.