Why most Customer Experience stories suck
Most Customer Experience Stories, well ehm... make me want to walk AWAY.
Yes, that is the truth and I need to say it this harsh. Because at the start of a new year – okay it is almost March, but still – you have the opportunity to realize that your CX story might suck too and that you have a chance to change it. Too many CX leaders think that they have a solid story, and most of them are wrong. So, let's see if you are part of that group, or... Hopefully not.
Five issues
The five issues I mostly see – and I have mentored so many CX leaders on their CX Stories, that I know my trade – is that CX stories are:
- Too functional and boring – there is no emotion anywhere in the presentation, maybe it is even too corporate.
- Too general – it could be any organization's CX Story or is not memorable.
- Lacking you as a leader – there is no way people can connect with you as the presenter.
- Too analytical – you talk about trends and larger numbers, but the true customer is absent.
- An open door – everybody in the audience agrees, but has either no clue what to do next, or is not engaged in a call to action.
How to create a good CX Story
First. What is a CX Story? It is a term that I use when it comes to your transformational customer change story. A good CX story contains at least these four elements:
- Personal story (what engages the audience 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 is the path you envision for change, what is your change plan?)
- Call to action (what is it that you want your audience to DO?)
A great CX Story is a story that you can share in ten minutes, half an hour or even elaborate in a deep dive of an hour. But that ten minute one is your fundament. Your team can use it, and you will repeat it time and time again. In the end, it becomes the CX Mantra that everybody 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 is something that you can do yourself, with a little of my help (and a big save on money for consultants). For Dutch CX leaders: in April a new CX Leadership Masterminds starts, where you and a select group of other CX leaders build and deliver your own CX Story and shape it to perfection. Please let me know in a response to this blog (or in the CX Greetz that it comes with) what mistake of the five you recognize. And maybe I can give you some personal tips what to do next!
*****
Nienke Bloem is often called the Customer Experience speaker in the blue dress.
She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.
Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations.
With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results.
