This article was based on the interview with Adrian Swinscoe, Host of Punk CX Podcast by Greg Kihlström, AI and Customer Experience keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The customer experience (CX) landscape is in constant flux, a dynamic interplay of evolving expectations and technological advancements. While brands invest heavily in CX initiatives, a multi-year decline in customer satisfaction reveals a widening gap between what customers expect and what brands deliver. This isn’t necessarily a reflection of declining quality, but rather an acceleration of customer expectations that brands are struggling to match. The allure of the latest technologies, especially the rise of AI, often distracts brands from addressing the fundamental issues impacting customer experience today. This creates a critical challenge for marketing leaders: how to balance the pursuit of future innovation with the imperative to meet present customer needs.
In this edition of “Expert Mode,” we delve into insights from Adrian Swinscoe, host of the Punk CX podcast, who offers a candid assessment of the current CX landscape and provides actionable advice for marketing leaders navigating this complex terrain. His perspective, drawn from years of experience working with global brands, challenges conventional wisdom and encourages a more holistic, customer-centric approach to CX. Swinscoe’s insights provide a roadmap for marketing leaders seeking to bridge the gap between customer expectations and brand experience, ultimately fostering stronger, more meaningful customer relationships.
The Perils of Future Fixation
Swinscoe emphasizes the importance of focusing on present customer needs while planning for the future. He cautions against becoming overly enamored with emerging technologies, especially AI, at the expense of addressing existing pain points. As he puts it: “The future of customer experience is always built in the present…if you don’t attend to the problems that people have today, you potentially forfeit your chance to build on that relationship tomorrow.” This underscores the need for a balanced approach, one that recognizes the value of both present and future considerations. Marketing leaders should resist the urge to chase every trend and instead prioritize initiatives that address current customer frustrations while laying the groundwork for future innovation.
Beyond Buzzwords
Swinscoe critiques the CX industry for its tendency to become insular and overly focused on its own “virtuosity” rather than true customer centricity. He points out a common pitfall: “People talk about wanting to be customer experience leaders…But you ask them what’s your vision of the experience you want the customers to have and it’s a bit like, well, it’s like an assemblage, a random assemblage of the most recent buzzwords.” This highlights the importance of grounding CX strategies in a deep understanding of customer needs, not just industry jargon. Marketing leaders should define their CX vision in concrete terms, focusing on specific customer outcomes rather than abstract concepts. This requires actively listening to customers, gathering feedback from various touchpoints, and translating those insights into actionable improvements.
The Power of Direct Experience
Swinscoe champions the importance of direct customer engagement, going beyond data and anecdotal stories to gain firsthand experience. He advocates for leaders to “see the data and then you hear the stories and you’re like, I’m gonna go find out what’s going on. And I’m gonna see it in real life.” This emphasizes the limitations of relying solely on data dashboards and reports. Marketing leaders should actively seek opportunities to engage with customers directly, whether through ride-alongs, focus groups, or simply spending time on the front lines. This firsthand experience provides invaluable context and a deeper understanding of the customer journey, leading to more informed decision-making.
Embracing the Beginner’s Mind
Even with the advent of advanced technologies like AI, Swinscoe argues for the enduring power of the human touch, emphasizing the importance of approaching customer interactions with a beginner’s mind. He highlights the value of simple gestures, like a handwritten welcome note, which can have a profound impact on customer loyalty. This reinforces the importance of not losing sight of the human element amidst the increasing automation of customer interactions. While technology plays a vital role in personalizing experiences, it’s essential to remember that genuine human connection remains a powerful driver of customer loyalty. Marketing leaders should encourage their teams to cultivate a beginner’s mind, approaching customer interactions with curiosity and a willingness to learn, even from seemingly mundane interactions.
Swinscoe’s insights provide a refreshing perspective on the CX landscape, challenging marketing leaders to move beyond buzzwords and embrace a more holistic, customer-centric approach. By focusing on present needs while planning for the future, grounding strategies in real customer insights, and seeking direct experience, brands can bridge the gap between expectations and experience, creating a future where technology enhances, not replaces, the human element of customer relationships. This requires a shift in mindset, a willingness to embrace curiosity, and a commitment to continuous learning. The future of CX is not about chasing the latest trends, but about building meaningful connections with customers, one experience at a time.
