The Integral Role of Vision in Customer Experience

When I was young, my father was part of one of the very first expeditions to cross Greenland without the support of dogs or land sails. He was there not only because of his skiing ability, having been raised in the north of Scotland and skiing to school in the harsh winters, but also because he was an expert navigator, using the stars to lead the team from point to point. I see a striking similarity between my dad’s astronavigation and the principle of Vision in the realm of Customer Experience (CX).

Without a clearly defined, documented, and shared direction of where we’re going, our CX vision, marketers find themselves at risk of drifting aimlessly. They could chase different uncoordinated CX opportunities or focus on problems that may be incidental and not benefit the longer-term vision. Worse, they might miss out on pivoting the business appropriately to leverage new capabilities.

We’ve moved beyond just pushing product

Taking a moment to think back to the early days of my career (almost 30 years now!) businesses were primarily concerned with pushing products to as many people as possible. Fast forward to the present day, and we are in an era where the customer reigns supreme. Customer Experience has become a critical differentiator in a highly competitive market, and Vision forms the backbone of this shift.

At Purple Square, we recognise the paramount importance of Vision in our “5 Core Principles of CX.” While Operations, Data, People, and Technology are equally crucial, Vision stands as the guiding star leading the way.

Vision is the beacon of successful CX strategy

Vision is more than a mere buzzword; it’s a philosophy that puts the customer first and drives organisational success. A clear and shared vision for great CX can spark inspiration and set the course for your business’s journey.

Here’s what you, like many marketers, could be facing without this guiding principle:

• Not delivering great and consistent customer experience: Without a shared vision, inconsistency can creep into the customer journey, leading to disjointed experiences that erode trust and satisfaction.
• Chasing different uncoordinated CX opportunities: Without the north star of Vision, your efforts can become scattered, much like ships adrift without a compass.
• Focusing on incidental problems: With no clear roadmap, you may find yourself tackling issues that may seem urgent but do not align with your long-term goals.

Purple Square: Guiding You Towards CX Excellence

At Purple Square, we’ve taken these lessons to heart, and we support our clients through the following:

• CX Vision Creation & Business Alignment: Crafting a vision that resonates with your business’s unique character and aligns with your broader goals.
• CX Technology Roadmap: Building a technological pathway that ensures the vision is not just a dream but a tangible reality.
• CX Transformation Support: Providing the necessary support to help you navigate through the transformation journey.
• CX Capability Advisory: Offering expert advice tailored to your specific needs.
• CX Maturity Assessments: Evaluating where you stand and how to grow and mature in the dynamic world of CX.

To read more about these services and watch a quick video on how we help, view our CX Advice and Strategy overview.

In closing, consider the importance of Vision in your organisation. Just as my father relied on the stars for guidance, let vision lead your business through today’s changing market. With Purple Square’s support, you’ll navigate these challenges and achieve success and customer satisfaction.