Customer Experience is one of the most prioritised topics in many organisations right now. And yet it's surprisingly hard to answer a fairly simple question: what actually drives the customer experience?
Organisations measure NPS. They map customer journeys. They collect feedback. But when the numbers start moving in the wrong direction, the same situation tends to play out in the leadership team. They know something in the customer experience isn't working — just not why. That's the blind spot in CX work.
Every day, customers explain exactly what they're trying to do and what isn't working. In calls, emails and chats, they describe where processes break down. It's essentially a running record of how the customer journey actually functions.
When customer interactions are analysed at scale, a fairly clear picture tends to emerge. Product teams see which features create frustration. CX teams see which parts of the customer journey drive contact volumes. Leadership gets an honest view of which problems actually affect the customer experience most.
I believe many organisations already have the data they need to improve the customer experience. It's in the customer conversation. Because in the end, the best CX insight is often the one the customer has already shared. — Lina Bjelkmar, CEO, Indicate me
