Many companies are beginning to take a hard look at the customer experience (CX); the role it plays in their organization and its impact on their bottom line. CX is an incredibly popular trend that's been gaining a lot of momentum in corporate structures/job titles, processes and messaging. From a business perspective, it's hard to argue the value. I continue to ask myself though...why now, and more importantly, what took so long?

A few thoughts:

• Since many of the products and services we buy today are increasingly similar in form and function, the CX has now become the differentiator.
• More than ever, the customer's voice is driving company and product evolution...and as a byproduct, customer loyalty. This loyalty sustains, and in many cases increases, revenue (not to mention brand awareness).
• A positive CX is lacking for many of us. Social media is having a tremendous impact by shining the spotlight on both good and bad customer experiences. Companies that are truly in-touch know this and are moving quickly to address.
• Given all the competition out there, coupled with increased customer awareness, companies need customers more than a customer needs a company.

There's no denying it, CX is incredibly important and a viable means of generating and retaining revenue. So how does an organization that wants to get there, get there? I'm a firm believer that it must start on the inside with the very real challenge of getting an entire organization (not just pockets) to buy in to, and see value from, the notion of becoming a CX-centered culture.

Initially, CX will not only be hard to define within your own organization, but also to your customers. After all, your customers have different wants and needs specific to their experience. What may be a positive CX for one customer could be negative for another.

A CX-centered culture requires real change based on small (but measurable) wins. It's much more than a few inspirational posters around the office. At its core, CX is about communication and action. It requires real leadership.

Check back soon and we'll begin to look at the CX building blocks. As with any structure, the foundation must be able to support the activity above it!