Three Takeaways from CX Talks 2018
by Sandra Mathis
CX Talks brings together professionals from a wide variety of CX practices to meet, learn and share knowledge about the growing CX profession. Strong-Bridge Envision’s Sandra Mathis was a speaker at this year’s CX Talks in Atlanta, and below are her top takeaways from the event.
This year’s CX Talks event in Atlanta brought together over 400 attendees to hear from 30+ speakers in a Ted-Talk style format. Each speaker shared perspectives and thought leadership related to customer experience, including best practices and innovative case studies. As leaders from a wide range of disciplines gave talks on the future of CX, three themes emerged:
1. Customer Experience vs. Human Experience
Countless organizations have adapted their strategies to include CX, driving feature upgrades and ease-of-use improvements across all channels. In the face of approaching commoditization, some organizations are digging deeper to go beyond basic customer satisfaction. The emerging field of human experience (HX) aims to surpass functional customer needs to build more purposeful relationships that align with human needs.
To prepare your organization to reach higher-level human needs, start by uncovering deeper insights about human reasoning and emotion. This will involve going beyond what is currently measured in your CX analytics. To achieve human-centric transformation, start by aligning the strategic focus of your business to your insights about human values.
2. Features and benefits are no longer differentiators.
New features that promise competitive differentiation can be attractive to both product teams and leadership. In the short-term, a unique benefit or perk may seem like enough to win over customers, but product differentiation can be harder to achieve in the digital economy where customer strategies are highly visible to competitors. Moving beyond features and benefits, many companies have introduced gamification to compete on the basis of loyalty. However, as customers are internally redefining relevancy and value, organizations will need to continually redefine their value propositions in order to reconnect with human values.
3. Designing better experiences starts with culture.
Culture determines how people within an organization deliver CX. Building innovative experiences starts with a strategic vision for change and a clear plan to drive commitment. Maximizing human-centric behavior and minimizing resistance starts with building alignment, agility, and engagement. To do this, assess collaboration between functional departments within your organization to reveal gaps in processes and behaviors. When considering ways to improve human-centric outcomes, design thinking can be a useful tool to help teams push past current-state limitations and build organizational agility.