Why Most Customer Experience Stories Are Terrible
Most customer experience stories, well, um… make me want to walk AWAY.
Yes, that’s the truth, and I need to put it this bluntly. Because at the start of a new year—okay, it’s almost March, but still—you have the chance to realize that your CX story might be terrible too, and that you have a chance to change it. Too many CX leaders think they have a solid story, and most of them are wrong. So, let’s see if you’re part of that group, or… Hopefully not.
Five issues
The five issues I see most often—and I’ve mentored so many CX leaders on their CX stories that I know my stuff—are that CX stories are:
- Too functional and boring—there's no emotion anywhere in the presentation; maybe it's even too corporate.
- Too general—it could be any organization’s CX story, or it isn’t memorable.
- Without you as a leader, there’s no way people can connect with you as the presenter.
- Too analytical—you talk about trends and large numbers, but the actual customer is missing.
- An open door—everyone in the audience agrees, but either has no idea what to do next or isn't responding to the call to action.
How to Create a Good CX Story
First. What is a CX Story? It’s a term I use to describe your transformational customer journey. A good CX story includes at least these four elements:
- Personal story (What makes the audience connect with you as a leader?)
- Sense of urgency (Where are we now? What is our BHAG or goal? And why should we change?)
- CX Strategy (What path do you envision for change? What is your change plan?)
- Call to action (What do you want your audience to DO?)
A great CX story is one that you can share in ten minutes, half an hour, or even expand upon in an in-depth one-hour session. But that ten-minute version is your foundation. Your team can use it, and you’ll repeat it time and time again. In the end, it becomes the CX mantra that everyone will know and understand.
Game changer
A good CX story IS a game-changer. Being able to share an incredible CX story will make you the King (or Queen) of CX Transformation. Trust me.
Do you want to spice up your CX Story—including your CX Strategy? It’s something you can do yourself, with a little help from me (and a big savings on consulting fees). For Dutch CX leaders: a new CX Leadership Masterminds program starts in April, where you and a select group of other CX leaders will build and deliver your own CX Story and refine it to perfection. Please let me know in a comment on this blog (or in the accompanying CX Greetz) which of the five mistakes you recognize. And maybe I can give you some personalized tips on what to do next!
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Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress.
She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.
Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations.
With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results.
