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You did everything by the book. You attended Forrester’s conferences about customer experience, you joined the trade association and read countless books and reports on the topic. Then you conducted a cross-functional journey mapping session resulting in a beautiful rendition of the complex journey your customers go through. After numerous internal efforts, you managed to acquire a portion of the budget for a Voice of Customer program and have tracked your NPS score ever since, which seems to be hovering at the same level no matter what you do. Last year you even managed to get 30 minutes on the global leadership agenda and hired an inspirational speaker to convince everyone that it’s time for true commitment.
Every year you present the latest VOC results to different parts of the company, and everyone agrees with the insights you’ve so carefully gathered. You conduct your own town hall meetings and employees seem to be relating to the message. One supervisor in the call center even asked for your slides so she could share them with her team. And yet, despite all of your efforts, your organization is not really doing it. Not really living it. You keep on telling yourself it’s a multi-year journey. (You heard so from an analyst during a webcast and decided to adapt it.) But deep down, it feels like something is off. Something is just not happening. There’s no progress. It’s like you’ve hit a wall, and now you’re just treading water.
You did everything you could, and you hit a wall or a ditch— whatever you want to call it. You are not alone.
In the customer experience maturity model, you’ve passed the awareness and discovery stages but failed in the deployment phase. Most CX professionals find themselves face-to-face with the huge obstacle of deployment and fail to conquer it. They are running with a full tank of gas in neutral operation and are not gaining speed or momentum.
At the root cause of this phenomena are several simple truths: