Well, today I'm going to talk about one of my favorite subjects, something I've spent my entire life researching, and really trying to understand this bizarre and a morphus area of enterprise success. Well, we're gonna call it customer experience, because, well, that's what everybody calls it. Some people refer to it as customer service. And of course, those are two separate things. But we'll talk about that in a minute. But I'm going to make a proclamation here. And it's taken me a really long time to realize this. And that is that customer experience is actually an innovation activity. I mean, think about what is innovation? Well, I describe innovation in my book, The innovation mandate, very simply, innovation is the creation of novel value that serves your enterprise and your customer. Okay, let's layer that definition. Now on to customer experience, customer experience, is the creation of novel value, as serves your enterprise and your customer. Wow, isn't that interesting? Well, the problem is, then most people that are the owners of customer experience within their organization, don't really understand that it's an innovation activity. And as a result of that, they don't do a very good job. In fact, it's interesting to me when I hear the term best practices around customer experience. These are organizations that are horrible, that are using these systems, Net Promoter scores, customer surveys, blah, blah, blah, it's a joke. They're trying to McDonald lies and create assembly lines around understanding what their customers care about. And they fail at it with mathematical certainty. Like, it's just not that easy. But the good news is, it's fun. It's fast. And it's doable, if you apply a different principle to customer experience. And it's what I call CSI customer experience innovation. Now, there are some elements of this that have to always work really, really well. And these are what I like to call the four dimensions of customer experience success. Now, before I introduce these concepts, I want to point out again, that some of the people that are out there that are considered to be the so called thought leaders in customer experience, are actually ex executives from some of the worst companies in the planet.

Now, I'm all about love. And I never like to mention names because I don't want to hurt anybody's feelings. But you know, name a major brand that you hate, and chances are their ex chief director of customer experience is now an author out there telling you how you can be crappy too. It's ridiculous. Alright, let's talk about what really works. What really works is that in order to innovate, in order to create better experiences, we have to get far better insights. And we can't do that through CRMs. nps is and customer service, in my opinion. Now, everybody's welcome to their own opinion. But I can tell you that the statistics show that a lot of the worst companies in the world are in fact using these so called gotta hate to use the term best practices. Alright, so let's talk about what you really need to do. And unfortunately, I don't have enough time in this podcast to tell you everything. I sometimes feel like a doctor that doesn't get enough time with their patient. I know that they're going to leave they're in a situation where they don't really have all of the answers to optimize their health and I I really hate that. Although at Learn logic at my learn logic, comm we have created certification programs. So no matter where you live within your organization, if you're a strategist. In other words, if you own customer experience, you can take our certified master of Customer Experience Program.