This series will feature messages from the CXPA leadership team on pressing topics relevant to the global CX community. This week, CXPA’s CEO Greg Melia, CAE shares his thoughts on the state of CX.
A little over one year ago, I joined the CXPA staff as CEO. Fortunately, the first forty-six weeks prepared me for the marathon of the past six weeks. I’ve been reflecting on what I’ve learned over the past year, and I believe we are at a critical point for CX. In the coming weeks, I’ll be sharing additional insights I’ve gained—and questions I have for the global community. For now, I’d like to begin with this observation:
There is a near-endless interest in “customer experience” – but we must continue to build consensus about what customer experience entails.
It isn’t hard to find mentions of customer experience in the press, social media or even popular television (the lead character on NBC’s Superstore was offered a Director of Customer Experience job in a recent episode)-- but I’ve also been surprised by what seems to be an incomplete understanding of the term. Too often, the term “CX” is used when customer success or service would be more accurate descriptors. Likewise, the proliferation of training programs purporting to convey CX qualifications is concerning. If C-Suite leaders authorizing CX programs do not properly understand the support needed for CX to be successful--or assemble a team that is underqualified to lead CX initiatives--the success of their CX program and the reputation of the CX discipline is placed at risk.
I’m proud of the collective work that CXPA members and the Board have done to develop definitions of CX and CX Management that will help reinforce the interrelated elements that must be present for something to truly be considered CX. I’m also proud of the steps that we’ve taken to help further elevate the CCXP qualification among the global market, including the launch of a job description e-book that outlines the knowledge, skills, and experiences that professionals at all career levels should possess to move CX forward in their organizations.
There’s more work to do, however—and we need your help.
- Share the elements of true CX and “What is CX” video with your colleagues and networks
- If you’re a CCXP, add your credential after your name on your social media profiles (and not just CCXP—if you’ve earned other credentials or degrees, add those letters too!)
- If you are planning to become a CCXP, watch this video and see why leaders at Amazon, Lenovo, USAA and others prefer CCXP holders for their CX job vacancies
Early on in my tenure as CXPA’s CEO, I began using a simple close to my e-mail messages and blog posts that reflects my belief in the power of our community. After one year, that belief is more powerful than ever, and I leave you with it now.
Together in Advancing CX,
Greg
