Customer Experience Strategy from the Inside Out



When people start talking about customer experience (CX), they often jump right to a discussion about how an organization treats its customers. This seems to make obvious sense: Customer experience should be outside-in—right?

But while “customer” is the first word in CX, it’s not where a CX strategy needs to start.

CX strategy starts with self-awareness

My company has found that organizations that deliver excellent customer experience tend to have a much more acute level of self-awareness than their peers. They know who they are and what they want to achieve.

This is not a coincidence. Self-awareness allows companies to identify where to focus their CX efforts. Rather than identifying some generic activities, CX leaders make decisions that are consistent with their other priorities and objectives. In other words, their CX strategy is linked to the rest of their business.

If this linkage was not important, then it would make sense for all companies to share the same generic CX playbook. For instance, it would be appropriate for Disney and United Healthcare to have identical CX investments and priorities. Hopefully that seems absurd, because it is.

That’s why a good CX strategy starts by looking inside, not outside. Before an organization can understand its goals and objectives for customers, it needs to reflect on a number of things, including:

  • Who are our target customers?
  • What is our value proposition?
  • What are our business goals?
  • What does our brand stand for?

Without answers to these types of questions, an organization couldn’t possible identify the correct focus and priorities of a customer experience strategy.

Before we have a strategy for how we deal externally with customers, we need to have a better understanding about who we are and what we want to achieve.

The basic requirement for any CX strategy should be that it delivers on the business and brand objectives of the organization. It seems right to focus on CX just because “it’s good to do,” but that’s not enough to sustain the focus. CX efforts should be a tool that helps an organization succeed.


Read the full article in Communication World