SPOILER ALERT!!! We are getting CX wrong, or so claims Nicholas Zeisler in his new book (think you can guess the title yet?). Nicholas returns to the podcast to talk a little more about some of the topics that were discussed when he joined us last time, as well as an insight into his new book.

 

Nicholas starts by sharing why it's important to question everything, even starting by asking "what do you mean, we are doing CX wrong?" "what does it mean to be a customer-centric company?" 

 

We also hear why aligning data to numbers is fraught with peril and that certain CX KPIs do not have a direct impact on the business and its bottom line. To help address this disconnect, Nicholas gives his insights and thoughts a new metric that should help close these gaps. 

 

The metric is called "Brand Alignment Score and aims to improve the customer experience vs the companies brand values. in essence, this will help measure how well the business is doing vs what the business said it would be doing! Powerful stuff from Nicholas, and, to be honest, would you expect anything less?