DCX # 123 | Your 'Big Idea' Probably Won't Work: And That's a Good Thing
Why most bold ideas fall flat at first, and why that’s exactly what makes them valuable.
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The Counterintuitive Truth About Big Ideas in CX
Let's start with a bold statement: The best thing to happen to your big CX idea is for it to fail.
Spectacularly.
I can almost hear you thinking, "Has Mark lost his marbles?"
But stick with me here.
In the world of customer experience, failure is a secret weapon.
And that's actually great news for your CX strategy.
The Myth of the Perfect CX Solution
We've all been there.
You craft what you think is the perfect solution to a nagging customer pain point.
You've thought of everything.
It's foolproof.
It's revolutionary.
It's...gathering dust in a forgotten Slack channel three months later.
There's no such thing as a perfect CX solution.
Why? Because customers are a fickle bunch (bless their hearts).
Their needs, expectations, and behaviors evolve faster than you can say "digital transformation."
By the time you've perfected your big idea, your customers have already moved on to the next big thing.
Embracing Imperfection
So, if perfection is off the table, what's a CX pro to do?
Embrace imperfection, that's what.
Think of your CX strategy like a stand-up comedy routine.
The pros don't start with a perfect set.
They test their material, bomb spectacularly, and use those failures to refine their jokes.
Your CX ideas are no different.
Let's take a walk down memory lane to 2011, when Netflix had what they thought was a game-changing idea.
They decided to split their DVD-by-mail service into a separate company called Qwikster, while keeping their streaming service under the Netflix brand.
Spoiler alert: it didn't go well.
Customers were furious about managing two separate accounts and billing systems, seeing the move as inconvenient and unnecessary.
Netflix's stock price took a nosedive faster than you could say "binge-watch," and they lost over 800,000 subscribers.
But here's where it gets interesting: instead of doubling down, Netflix listened to their customers and quickly reversed course, sending Qwikster to the same place as all those DVDs you forgot to return.
This colossal flop led to major changes, with Netflix refocusing on improving its streaming service and content offerings.
More importantly, it transformed how they approached customer experience, prioritizing customer feedback in future strategic decisions.
The moral of the story? That "failed" idea wasn't a failure at all—it was a catalyst for Netflix to realign their entire strategy around what their customers actually wanted.
Related: And look at how that’s turned out so far. The company now has 282.7 million global subscribers.
The "Fail Fast, Learn Faster" Approach
Now, I'm not suggesting you should aim to fail.
However, adopting a "fail fast, learn faster" mindset can supercharge your CX innovation.
Think of it like speed dating for your ideas.
You don't commit to the first person you meet.
You have quick conversations, learn what works and what doesn't, and use that information to make better choices.
Try this: Create a stripped-down version of your idea and test it with a small group of new customers.
Gather feedback, iterate quickly, and test again.
Rinse and repeat.
You'll learn more in a few weeks of rapid testing than you would in months of planning.
Imagine you're baking a cake.
You wouldn't change all the ingredients at once and hope for the best.
You'd make small tweaks, tasting as you go.
Your CX strategy should work the same way.
Let's say you run an e-commerce platform for home decor and want to completely revamp your new customer onboarding experience.
Instead of a massive overhaul that might send your customers running for the "unsubscribe" button, break it down into bite-sized, less scary chunks:
Week 1: Test a personalized welcome series that showcases products based on the customer's browsing history
Week 2: Introduce a quick quiz for new sign-ups to help them discover their decor style
Week 3: Experiment with a mobile app notification guiding users to create their first "mood board."
Each of these mini-experiments gives you solid intel without risking a mass exodus of confused customers.
You might discover that the personalized product showcase boosts early purchases while the style quiz becomes a viral hit on social media.
Or perhaps the mood board feature needs tweaking because customers find it about as intuitive as assembling flat-pack furniture.
The beauty is that you're learning and improving in real-time, all while your customers keep happily shopping.
The Art of Productive Failure
Now, let's talk about how to fail like a pro.
Because, let's face it, if you're going to fail (and you will), you might as well get good at it.
First, reframe how you think about failure.
It's not a dead end; it's a detour that often leads to even better destinations.
Every "failed" idea is packed with insights about what your customers really want.
Second, create a culture that celebrates learning from unsuccessful ideas.
At your next team meeting, try having everyone share their "best worst idea" of the week.
You'll be amazed at the insights that emerge.
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"But how do I show ROI on failures?" I hear you ask.
Great question! It's all about redefining your metrics.
Instead of just measuring the success of your CX initiatives, track your "learning velocity."
How quickly are you able to generate ideas, test them, and extract insights?
How many micro-innovations have you attempted?
What valuable customer insights have you gained?
These metrics not only encourage experimentation but also help you demonstrate to stakeholders the value of your "fail fast" approach.
The Competitive Advantage of Embracing Failure
Companies that welcome failed ideas often lead the pack in customer experience.
Why?
Because they're more agile, more responsive, and more in tune with their customers' ever-changing needs.
Take the story of a certain mouse-eared entertainment company.
In 2013, they launched FastPass+, a system allowing guests to book ride times months in advance using wearable MagicBands.
Sounds magical, right?
Well, it turned out to be about as smooth as a ride on Space Mountain with a bad back.
Guests found it overwhelming and confusing, the pre-planning sucked out spontaneity, and tech issues left people staring at loading screens instead of Cinderella's Castle.
But here's where Disney's customer experience magic truly shines: instead of scrapping the system, they embraced the failure as a learning opportunity.
They listened to guest feedback, analyzed usage patterns, and iterated rapidly.
The result? A much simpler, more user-friendly system with reduced advance booking windows, limited pre-booked passes, and improved in-park booking.
Today, an evolved version of this system is central to Disney's guest experience, laying the groundwork for Disney Genie and Lightning Lane.
The moral of this fairy tale?
Even the House of Mouse can fumble a big idea, but by embracing failure and iterating quickly, they turned a potential customer experience nightmare into a happily ever after.
Related: The Latest on Lightning Passes
Practical Steps to Harness the Power of Failed Ideas
Ready to embrace the power of productive failure? Here are some steps to get you started:
Idea Sprint: Set aside one day a month for rapid-fire CX idea generation and testing.
Failure Forum: Create a regular meeting where team members can share and learn from their "failed" ideas.
Customer Co-creation: Involve customers in your ideation process. Their input can help you fail faster and more productively.
Iterate, Don't Perfect: Focus on getting ideas in front of customers quickly rather than perfecting them internally.
The Paradox of CX Innovation
So, there you have it.
The counterintuitive truth about CX innovation: your big idea probably won't work, and that's precisely why you should pursue it.
Remember, in the world of CX, failed ideas are often the most valuable.
They're the stepping stones to true innovation, the secret ingredient to staying ahead of customer expectations.
So, go forth and fail.
Fail fast, fail often, and fail forward. Your customers—and your CX strategy—will thank you for it.
After all, in customer experience, the only real failure is not trying at all.
I’ll leave you with this: Thomas Edison said, "I have not failed. I've just found 10,000 ways that won't work."
In CX, that’s the attitude you need.
Every misstep is just one step closer to the one that works.
So embrace those bumps along the way—they’re pointing you toward your next breakthrough.
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