We’ve always said that everyone owns the customer experience. But let’s be real—when the customer is mad, they’re not calling the product team, or marketing, or Gary in procurement.

X + O = the motherlode, the Holy Grail of data. Most firms, however, simply fail to connect the dots across data sources. The result is a failure to realize the benefits of data integration.

Let’s be honest—”customer experience” is one of those phrases that gets tossed around a lot, usually alongside “delight,” “omnichannel,” or “synergy.” But if you’re a Chief Customer Officer, you know it’s way more than just corporate lingo.

The promise is bold: you can do everything yourself without the need of expensive support and get away from reliance on the research geeks. The problem is the gap between the promise and reality.

Everyone wants measurements that matter – there isn’t much point in having metrics that fail to or inaccurately measure what you are trying to accomplish. The best CX metric is that which best explains the customer behaviors you are trying to motivate and the business outcomes you want to drive.

It’s increasingly rare to find a mid-sized or larger company that doesn’t have a CX/VoC program of some sort. But for many (perhaps even most) firms these programs are check-the-box cookie cutter formalities that really aren’t listening or taking meaningful action on what they hear