[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/#Article","articleBody":"In a CX Minute \u2013 Episode 14\nGotta say, the short week screwed up my schedule \u2013 apologies for the late posting this week (like a week late \u2013 sorry). Promise I will try my best next week.\nIt\u2019s been a very interesting time here at Narrative HQ\u2122.\u00a0 With some internal changes in personnel, focus, plans, and GTM approach, I\u2019ve been keeping busy plotting the world-takeover that had been delayed for so long. Our narrative is solid and well differentiated, you may or may not have seen it or heard it, but you will soon \u2013 trust me.\nWhat I am focused on now, not as much background and market information and ideas \u2013 but how to take this forward, how to help our customers embrace the ideas we are presenting, and how to create a killer value prop for different audiences.\nMy days are filled with research, reading, and conversations about how CX can deliver value to the enterprise, how to measure it, and how to leverage that to expand the role of CX from a single-department project (not a lot of value) to an enterprise-driven initiative that aligns strategically to the organization.\nThere is no more worthless discussion in enterprise tech than \u201cwho owns CX?\u201d or \u201cwho owns the customer?\u201d. Wish I could dispel those myths\u2026\nYou may have seen me recently rallying against some of the \u201ctruths\u201d (actually, they\u2019re myths \u2013 since there is no proven models or data other than people repeating the same soundbites ad-nausea) of CX. Will continue, and one of the tenets of the messaging model we are building for us is the fact that CX is not easily defined, but it needs a common definition \u2013 not for the market, but for each organization.\nWhat does CX mean to you will be different than what it means for anybody else. There is no \u201ctrue\u201d definition \u2013 it is not so simple.\nHow you prepare your organization to have better interactions with your customers, understand them and their expectations, and balance the outcomes and those expectations (at the end of the day, a functional \u201cdefinition\u201d of CX) while learning how to do it better next time is going to be different from everyone else.\nSacred cows make the tastiest hamburgers: Psychology, CX, and bias\nThis is not about semantics or definitions, you can look those up everywhere, but this is about something more interesting\u2026\nI found this article while researching psychology concepts to apply to CX conversations (I said this before, this is not about technology or processes \u2013 must be about a wholesome enterprise approach to customers) that is so perfect to add to the discussion on charlatans.\nThe article talks about Reversals in Psychology \u2013 how to spot troubled research or proofs that cannot be replicated once it reaches contact with reality and how to retract the conclusions of the study.\nDon\u2019t get me wrong, this is not only about psychology \u2013 when I was doing Economics, we used the term all the time. Apparently, all social sciences suffer from this: the lack of repeatability.\nHad a great conversation with a friend who knows psychology and is way smarter than me, (most of mine are), about how biases are what create the situations where reversals happen and how because of them all studies are irreproducible \u2013 which led me down a different rabbit hole of reading about biases\u2026 sigh, job never ends.\nDiscussion is ongoing, BTW, so you will hear more about that\u2026 either I am right, or she is \u2013 will update you when done.\nBack to why I bring this up \u2013 I was talking about this with my muse (Alan Berkson) last week and we decided it may be fun to apply that to CX. And thus \u2013 this conversation was born.\nI think there are many things in CX that we treat as sacred that are not, and that the continuous repetition of the same without the ability to repeat the \u201coriginal experiment\u201d that gave birth to that myth is what troubles me the most. Mostly because these impossible conclusions are being used everywhere to justify, measure, and extend CX initiatives \u2013 and because they tend to be the death of CX initiatives.\nI will be researching and writing more about this in coming weeks. I think it is a worthwhile experiment. To quote Scott Nelson, Gartner \u2013 sacred cows make the tastiest hamburgers.\n \nThe information age is over: Enter the age of curation\n   The information age has given way to the age of curation as we try to survive and thrive in a world with an abundance of data.  \nNow to something more fun: Interaction resolution\nPega conducted a study with interesting conclusions. While there are some data points that I think are not totally correct \u2013 there were two that I believe are exactly aligned with where the market is, and that aligns with my previous diatribes in this column and elsewhere about minding interactions, not experiences.\nI have been repeating these two truths forever \u2013 and I only had \u201cold\u201d data (circa 2012 was latest update) to validate the statement. Glad to have some new data to support it now.\nBTW, nothing has changed dramatically \u2013 the numbers were not that different 10 years ago, or 20.\u00a0 Focus on delivering great interactions, resolving them, making sure they are accurate and repeatable (see what I did there? Tied this link to the previous on reversals \u2013 yeah, my brain works that way\u2026) and the rest takes care of itself.\n \nThe 10 brands with the best customer service aren\u2019t who you\u2019d expect\n   Brands hoping to provide the best customer service for their industry need to answer two key questions about their audience before creating a strategy.  \n\u201cI don\u2019t know what I\u2019m doing\u201d and intellectual sparring: The contradiction of Esteban*\nFinally, a little nostalgia.\nI think I have a dozen or so videos recorded for my \u201cI don\u2019t know what I am doing \u2013 with friends\u201d show.\u00a0 They are great conversations, and more are coming \u2013 have half a dozen already done, another 7-8 more scheduled, and a dozen or so planned. It\u2019s fun.\nThe premise of the show is to bring unscripted conversations to cover the key topics of the day and provide a different, unscripted, unstructured opinion in the form of conversation. Only thing I can guarantee about them? These are tangential discussions at best, full of incredible insights and drama.\nIf you haven\u2019t, then check them out; I\u2019m trying to prove the value of these videos internally \u2013 which is why I\u2019d appreciate if you could take a gander to any of these that interest you, comment or give me feedback, or just tell me what\u2019s right \/ wrong with them.\nAs always, thanks for reading and thanks for what you are going to contribute to the future of this newsletter and the show. Please send me your comments whichever way \/ channel is best; looking forward to them.\nTalk soon \u2013 like in a minute\u2026\nRead all of the \u2018In a CX Minute\u2019 content HERE.\nReady to get on the DTC fast track? Start HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2021\/03\/Esteban-Kolsky-150x150.png"},"name":"Esteban Kolsky","sameAs":"https:\/\/www.linkedin.com\/in\/estebankolsky\/","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/esteban-kolsky\/"},"dateModified":"2021-07-14T17:20:25+00:00","datePublished":"2021-07-13T17:41:17+00:00","description":"Customer experience trends for the week of July 13, 2021: The news, updates, and discussion on psychology you need to know in a CX minute.","headline":"In a CX minute: Deep thoughts on CX... and, this week, psychology","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/07\/Esteban-CX_1200x375-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/","name":"In a CX minute: Deep thoughts on CX... and, this week, psychology","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"13","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/07\/\/13\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"In a CX minute: Deep thoughts on CX… and, this week, psychology","item":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/13\/in-a-cx-minute-thoughts-on-customer-experience-psychology\/#breadcrumbitem"}]}]