Here is a quote from Mark Hurst at Creative Good, a New York-based customer experience consultancy. It is extracted from a story about enhancing an automotive research service, but the points he makes provide a succinct blueprint for the thinking we advocate in the mobile telecoms business:
“Customer experience is primarily an organizational issue. If we had made recommendations without taking the internal politics into account, our report would have gathered digital dust in a “consultant reports” folder on a server somewhere. To make customer experience real, it must be conducted in, with, and for the organization. There is no customer experience improvement without the organization that will implement it.”
Mark goes on to discuss customer experience as a strategic issue and the value of direct customer involvement or ‘experience co-creation’ – a term coined at our recent MEX conference.
I’d recommend reading Mark’s full article.