CX Chat 014 brings Martin Henley back together with Prof. Hany Mokhtar, the CX Master of the GCC, to build something completely new: the CXED Hierarchy of Customer Expectation, a five tier framework that definitively answers the question every business pretends not to know: *what do customers actually want?
This episode confronts the uncomfortable truth that businesses kid themselves into believing they are customer centric when they’re not even meeting the bare minimum expectations, and that the greatest companies in the world fail to deliver even the most basic levels of customer experience. Because if you can’t demonstrate that you’re meeting safety, dignity, alignment, assurance, and empowerment, you cannot claim to be customer centric, and you cannot pretend you don’t know what customers want.
You’ll hear:
 Why safety is the bare minimum expectation because doing business with you should not be a risk to my physical well-being, mental well-being, financial well-being, or data security, and businesses that cause harm cannot claim to be customer centric
 Why dignity is the second tier because being respectful of your customers means not asking them to spend hours with chatbots, not making them wait on hold for calls that get dropped, not demanding they do work that should be your responsibility, and not treating their time as worthless
 Why alignment is the third tier because customers need to understand what value you’re actually offering, and you need to be aligned on expectations throughout the entire journey from marketing to sales to execution to delivery, not just handing off hospital passes between departments
Why assurance is the fourth tier because customers should never have to worry whether you’re going to deliver, and providing notifications, updates, and transparency throughout the process is how you demonstrate you’re delivering on your promises
Why empowerment is the top of the pyramid because the ultimate expectation is that doing business with you makes my life better, advances me further, and enriches my experience in the world
 Why this hierarchy works equally for employee experience because employees also expect to be safe, respected, aligned, assured, and empowered, and businesses that extend probation periods to pressure directors or hire four times as many people and make them fight for jobs are violating the most basic expectations
 Why this model provides a scientific scale for measuring which businesses are truly the greatest in the world because you can now score businesses on safety records, dignity metrics, alignment evidence, assurance mechanisms, and empowerment outcomes
Martin Henley
Programme director
Martin is on a mission to connect, empower, and motivate CX leaders to build better businesses.
Through this CX blog he brings together experienced CX thinkers, business leaders, and frontline insights to make customer-centricity easier to understand and apply.
If you are interested to appear on the blog or have a conversation about how CX could be improving your business, please schedule a time here.
