Employees need to understand your CX vision. Here's how to write a CX vision statement they'll understand and actually use.

I've been getting a ton of questions lately about how to write a strong CX vision statement, so I made a short video on the topic. It includes:

  • My criteria for evaluating a vision statement
  • 4 vision statement formats I've found useful
  • The relative benefits of each type of vision statement
  • Example vision statements for each format

Culture is central to customer experience. But what exactly is it?

You know that culture is the key to great CX. But what do we mean when we talk about culture? Here’s my definition:

Culture is made up of a group’s shared assumptions about the nature of the world and how to succeed in it.

People use these assumptions to decide what’s going on around them and how they should react. For example, low trust cultures assume humans aren’t trustworthy, so they must set rules and monitor people's behavior to make sure everyone follows them.

When you change culture, you are replacing old, unhelpful assumptions with new, more accurate ones.

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Trust Is A Must For A Customer-Centric Culture

Business leaders are knee-deep in planning season, and one question keeps coming up over and over again: “With all the things we could do to improve CX in 2018, what should be top priority?”

It’s not innovation, mobile, or artificial intelligence (AI). It’s trust–trust among the employees in your company. Why? Because trust, which is low in most organizations, is a catalyst for other culture changes that we need in CX.

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Improving CX Starts With The Unconscious

If your company wants to be a leader in customer experience (CX), few things will impact your ability to get there more than culture. It’s critical, and it’s also one of the hardest things to change.

According to McKinsey, more than 60% of efforts fail. Why? Because the typical approach to culture change is too superficial. Culture is an unconscious phenomenon. The only way to change it is to influence what’s happening deep inside the minds of the people you work with.  

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Cultivating Civility

Sixty-seven percent of Americans surveyed for the 2016 report Civility In America think civility, or a lack thereof, is a problem in today’s culture. Almost three quarters said the problem has gotten worse in recent years. And not just in politics or social media. Research by Christine Porath, an associate professor at Georgetown University, found that 62% of people are treated rudely at work at least once a month, up from 49% in 1998. And more than a quarter of workers have been victims of incivility so severe it meets the criteria for workplace bullying.

These numbers are distressing, particularly for the CX community.

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