Customer experience marketing

This article is part of a series of articles on customer experience marketing. Read more.

We find ourselves in a Dickensian predicament regarding customer experience: it is the best of times and it is the worst of times. The customer experience industry has grown exponentially over the past couple of decades (best of times). However, the meteoric climbs in many companies' Net Promoter Scores have fizzled or aren't progressing as they once did (worst of times).

Many reasons contribute to this predicament, not least of which is that many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is. As a result, they don't know what it takes to improve a customer experience, let alone how to take it to the next level. The fundamental problem here is that many organisations try to use old thinking to solve new problems. The difference between what they think they know and what they don't know shows up in a plateauing NPS and a loss of momentum in customer experience gains.