The Ten commandments of Customer Experience


This article originally appeared on Linkedin - connect with me - https://www.linkedin.com/in/stevetowers


It is good to have a guide in life. Many of us share political creeds, religious beliefs and codes of honour to guide our decision making. Wouldn’t it be crazy good to have the same for the doctrine of Customer Experience? When I co-authored the book “CEM Success without Exception” back in 2006 Customer Experience Management was in its infancy. 


Now a decade later we have the accumulated wisdom of the giants of CEM, proof that focus on Successful Customer Outcomes, Outside-In and working backwards are fundamental to winning organisations. It is with these thoughts in mind and the worthy experience of many that I set pen to paper to craft these tenets as guidelines for all of us seeking to maximise our deployment of Customer Experience Management.

1. Customers are first, center and last for everything.

Understanding that all the work an organization undertakes ultimately stems from a customer interaction is key. Work to engineer every experience to the optimum.

 2. Listen to the questions customers ask you.

Resist voice of customer surveys (they are biased and unrepresentative) and focus on understanding and articulating needs.

3. Stop selling and let people buy.

Customers are now prosumers and most know what they want and how to get it. You will not win them if you force sell; in fact you will make enemies of them.

4. Map the Total Customer Experience.

This is both the stuff the customer sees (the customer journey) and the work that takes place to across the rest of the organization to support all interactions. 
See the complete duck.

5. Create your brand and be the brand you create.

Customers develop trust when you say what’ll you do, and then do what you say. Conversely do not project yourself as something you are not.

6. Be consistent and truthful across all your channels.

Customers will interact in ways and times that suit them, so ensure you keep a coherent message across all experiences.

7. Act on People liking people.

Do not hide behind automation, whether that is voice systems, web interactions or even text messaging. The most intimate relationships are formed with people, not computers.
Keep in front of the song.

8. Creating memorable customer experiences requires anticipation and coordination.

Fix problems before they happen, and when problems do arise (they will) pull out the stops to put things right.

9. Design every customer experience for the category of customer.

You should never ever treat all customers in the same way. Personalization and direct communication are proven winners in an era of standardization.

10. Employees are your first customers.


If they ain't happy your paying customers won’t be either. Treat your people well and let them know they are the most critical part of the brand and the total customer experience.



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The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
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Six CX Facts that will shake you

The Bottom Line

  • 76% of consumers say they view customer service as the true test of how much a company values them. (Aspect)
  • 60% of consumers have higher expectations for customer service now than they did just one year ago. (Parature)
  • 74% of consumers have spent more due to good customer service (Ebiquity)
  • 67% of consumers cite bad experiences as reason for churn. (Esteban Kolsky)
  • $41 billion is lost by U.S. companies alone each year due to poor customer service. (NewVoiceMedia)
  • Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer. (Temkin Group)
Are you with CX yet? Join your fellow professionals in getting more scientific about the Customer Experience.


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program


An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html

Fantastic Customer Experience will tear you up :)

Thanks to Michelle Greyling of South Africa for drawing my attention to this fantastic customer experience.


And it is precisely what creates the very personal experience that makes the difference.
Can your business do that? Can you do that? How could you if you needed to?

Join your fellow professionals in getting more scientific about the Customer Experience.


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program


An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html


3 Must know themes that are emerging around the CX

The Future of Customer Experience

  • In 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% in 2010. (Gartner)
  • By 2017, 50% of consumer product investments will be redirected to customer experience innovations. (Gartner)
  • By 2020, customer experience will overtake price and product as the key brand differentiator. (Walker Information)
Are you with CX yet? Join your fellow professionals in getting more scientific about the Customer Experience.


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program


An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html

5 Word of Mouth Impacts on the Customer Experience

Word of Mouth

  • 95% of dissatisfied customers tell others about their bad experience (Dimensional Research)
  • 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. (Ogilvy, Google and TNS)
  • 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. (Bright Local)
  • High satisfaction rates result in 2-12 times higher recommendation ratings. (Market Force)
  • One happy customer can equal as many as 9 referrals. (American Express)

Are you with CX yet? Join your fellow professionals in getting more scientific about the Customer Experience.


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program


An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html

Six Social Media Impacts on Customer Experience

Social Media’s Impact on CX
  • Today’s internet consumers want their online questions to be addressed promptly; 42% expect a response within one hour. (Ohio University)
  • Failure to respond via social channels can lead to a 15% increase in the churn rate. (Gartner)
  • When companies engage and respond to customer service requests over social media, those customers spend 20% to 40% more money with the company than other customers do. (Bain & Company)
  • Customers who encounter positive social customer care experiences are nearly 3 times more likely to recommend a brand. (NM Incite via HBR)
  • Companies with a social care program experience a 7.5% YoY increase in customer retention – those without only see a change of 2.9%. (Aberdeen)
  • 60% of organizations still cite marketing (not customer experience) as the main function of social channels. (Genesys Research via the Professional Planning Forum)
Are you with CX yet? Join your fellow professionals in getting more scientific about the Customer Experience.


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program


An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html