You talk about how important it is to “tell stories that move customers off spreadsheets, engage people personally in customers’ lives, and compel prioritized and focused action.” This all sounds great. What is the number one barrier prohibiting companies from doing this?

“Survey score addiction” is a barrier. Writing a survey and then reactively cherry picking a couple of actions is a customer strategy. Instead of caring about the customer’s life we care about the score more. We need to put the score in its rightful place. You don’t want siloed reactions to how we’re going to go about taking action when we see things are broken.

The data should be clearly connected to stages of the customer experience. Companies need to aggregate by experience, rather than one-off activities. For example they can start with multiple sources such as what’s trending in social media, operational and other components of the customer experience. Additionally it’s important to know the survey data, and incorporate that into the story of the customer’s life. Lastly ensure that onboarding from the customer standpoint is a complete experience. You either grew your customer base or you didn’t. In complication, we find things to hide behind.

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