Is “Customer Experience” the Only Business Value Measure That Matters?

Cross posted from my blog at SAP Community Network…

Is “Customer Experience” the Only Business Value Measure That Matters?

If you attended the recent SAP Customer Experience Workshop or were following the tweets from #SAPcx, you might get the impression that this is what Lior Arussy of Strativity Group was asserting.

Focusing on customer experience sounds nice, you say, but is it really the most important? Lior points out that one of the biggest problems any company faces is the commoditization of its offerings. It’s a matter of time before some competitor comes along that can provide a similar or substitute product or service at a lower cost, eroding your company’s margins. In the end, a superior customer experience is the only long term way to differentiate your brand from your customers.

Indeed, focusing only on enhancing customer experience is a transformative way of thinking: if an initiative or activity by the company or an employee is not directly contributing to improving the experience of customers, then why are we doing it?