DCX # 134 | Is ‘Customer Experience’ Just Corporate Theater?
Is your CX strategy real or just for show? Discover how to move beyond lip service, fix customer pain points, and tie CX to business outcomes. Actionable tips to turn CX into a competitive edge!
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Is ‘Customer Experience’ Just Corporate Theater?
Be honest—does your company’s CX strategy actually help customers, or is it just something to impress the higher-ups?
It’s easy to fall into the trap.
You run some surveys, build a fancy dashboard, and maybe even map out a customer journey.
But let’s get real—does any of that fix what’s broken for your customers?
Think about it. Every time someone is stuck on hold or forced to re-explain their problem, they’re one step closer to ditching you for a competitor.
And let me ask you this: has a customer ever thanked you for your NPS dashboard?
If your strategy doesn’t make people’s lives easier, it’s not a strategy—it’s just theater.
Are You Talking the Talk or Walking the Walk?
We’ve all heard companies brag about being customer-first. But when budgets get tight, CX is usually the first thing they cut.
Why? Because some leaders still see CX as a cost center, not a revenue driver.
And here’s the hard truth: if you’re not proving CX brings results, they’re not wrong to cut it.
So let’s change that.
Start showing how CX impacts the stuff they care about—things like lifetime value, churn, or upselling.
Putting customers first isn’t just good karma; it’s how you win. But it only works if you back it up with action.
What’s Really Behind Your CX Strategy?
Let’s dig in. Why is your CX strategy even a thing?
To hit some quick KPIs?
To look like you’re keeping up with competitors?
To make internal politics easier?
If your CX efforts are more about optics than outcomes, that’s a problem.
Shiny ideas look great in a presentation, but do they actually fix anything for your customers?
Here’s a quick gut check: when your CX initiatives roll out, are customers and employees saying, “Wow, that was easy”? If not, it’s time to rethink.
Stop Ticking Boxes
Look, if you want CX to matter, you’ve got to tie it to what your execs care about. If they don’t see how it drives revenue or retention, it’ll always be an afterthought.
Start with something small. Pick a customer pain point that’s costing you money and fix it. Then, tell the story—how you found the issue, fixed it, and what changed.
Want to keep their attention?
Connect the dots: Show how happy customers stick around longer, spend more, and tell their friends.
Get stuff done: Stop collecting data for the sake of it. Fix real problems and track the results.
Brag a little: Share wins, big or small, so people see CX actually works.
Is Leadership All-In?
CX isn’t going anywhere if it’s just you or middle management pushing it. You need your CEO and senior leaders to care.
Here’s a red flag: when was the last time someone on your leadership team actually talked to a customer? If you can’t remember, there’s your problem.
Get them involved.
Customer Immersion Days: Have them sit with support teams or visit a customer in person. Nothing opens eyes faster than hearing complaints firsthand.
Storytime in meetings: Bring real customer stories to the table. Numbers are great, but stories stick.
Put money on it: Tie part of their bonuses to CX results. You’ll see how fast priorities shift.
Make CX Part of the System
You can’t deliver great experiences if your systems are a hot mess. If your data is scattered and teams aren’t talking to each other, your customers are going to feel it.
Here’s how to fix that:
Break down silos: Connect your systems so data flows seamlessly. That’s how you create consistent, personalized experiences.
Empower your people: Give your frontline teams the tools and authority to solve problems on the spot. Customers don’t want excuses—they want solutions.
Keep improving: CX isn’t “set it and forget it.” Keep listening, learning, and tweaking as you go.
So, what’s your next move?
If you’re not fixing the real issues, your customers are leaving money on the table—and so are you. Churn goes up, lifetime value drops and your brand gets a reputation you don’t want.
Most CX programs fail because they’re all talk and no action.
But it doesn’t have to be that way. Make CX something that can’t be ignored by:
Holding leaders accountable.
Investing in the tools and people to get it right.
Tying CX directly to business goals.
CX isn’t just talk—it’s how you stay ahead. Start today—because your customers (and your bottom line) aren’t going to wait.
Pick one CX pain point to tackle this week. Fix something small and show off the results.
Schedule a Customer Immersion Day to reconnect your team with what really matters.
What else would you add?
DCX Experiment: Reality Check Worksheet
Is your CX program delivering real value, or is it just going through the motions? This worksheet helps you move beyond surface-level metrics to create meaningful customer impact. Use it to:
Cut through the noise and focus on what really matters to customers
Link CX initiatives directly to business outcomes
Get practical steps to increase leadership buy-in
Turn customer feedback into actionable improvements
Build a results-focused CX roadmap
Take 30 minutes to complete this assessment. You'll walk away with clear priorities and next steps to strengthen your CX program.
Reality Check Worksheet
Section 1: Current State Assessment
Rate each statement from 1-5 (1 = Strongly Disagree, 5 = Strongly Agree):
Customer Impact
___ Our CX initiatives directly address customer-reported pain points
___ We regularly collect and act on customer feedback
___ Customers have noticed improvements from our CX efforts
___ We can point to specific problems we've solved for customers
___ Our support team has the tools they need to help customers effectively
Business Alignment
___ We can quantify the ROI of our CX initiatives
___ Our CX metrics tie directly to business outcomes
___ Leadership regularly reviews CX metrics and updates
___ CX improvements are part of our strategic planning
___ We have budget allocated specifically for CX improvements
Section 2: Gap Analysis
List your top 3 CX initiatives and answer these questions for each:
Initiative 1: ________________
What specific customer problem does this solve?
How do we measure success?
What's the expected business impact?
Who owns the results?
What resources are needed?
Initiative 2: ________________
[Same questions as above]
Initiative 3: ________________
[Same questions as above]
Section 3: Leadership Engagement
Document the following:
Date of last customer interaction by leadership team: __________
Frequency of CX reviews in executive meetings: __________
% of executive compensation tied to CX metrics: __________
Number of CX initiatives championed by executives: __________
Section 4: Action Planning
Quick Wins (Next 30 Days)
Pain point to address: __________
Expected impact: __________
Resources needed: __________
Success metric: __________
Pain point to address: __________ [Same format as above]
Strategic Initiatives (Next Quarter)
Project: __________
Business case: __________
Required resources: __________
Success metrics: __________
Executive sponsor: __________
Project: __________ [Same format as above]
Section 5: Follow-up Plan
Schedule these key activities:
Next customer feedback review: __________
Leadership customer immersion day: __________
CX metrics review: __________
Initiative progress check: __________
Scoring Guide
Total your ratings from Section 1:
40-50: Strong CX foundation
30-39: Good progress, room for improvement
20-29: Significant gaps to address
Below 20: Immediate attention required
Next Steps
Based on your scores and gaps identified:
Schedule a meeting to review results with key stakeholders
Prioritize one quick win to implement immediately
Create an action plan for your lowest-scoring areas
Set up regular check-ins to track progress
Plan your next customer immersion day
NEW from DCX: Rally Every Department Around Customer Obsession
Ready to cultivate a customer-obsessed culture? The CX Leader’s Guide to Organizational Buy-In is your playbook for ensuring that every department—customer service, sales, product, tech, finance, HR, and beyond—puts customers at the center of everything it does.
Packed with actionable strategies, this guide shows how aligning team goals with customer needs drives real, measurable success—no fluff, no filler—just proven tips to get everyone on the same page. If you’re ready to turn theory into practice, this is the roadmap you’ve been waiting for.
What Successful CX Leaders Do on Sundays
DCX Links: Six must-read picks to fuel your leadership journey delivered every Sunday morning. Dive into the latest edition now!
👋 Please Reach Out
I created this newsletter to help customer-obsessed pros like you deliver exceptional experiences and tackle challenges head-on. But honestly? The best part is connecting with awesome, like-minded people—just like you! 😊
Here’s how you can get involved:
Got feedback? Tell me what’s working, what’s not, or what you’d love to see next.
Stuck on something? Whether it’s a CX challenge, strategy question, or team issue, hit me up—I’m here to help.
Just want to say hi? Seriously, don’t be shy. I’d love to connect, share ideas, or even swap success stories.
Your input keeps this newsletter fresh and valuable. Let’s start a conversation—email me, DM me, or comment anytime. Can’t wait to hear from you!
— Mark
www.marklevy.co
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Thanks for being here. I’ll see you next Tuesday at 8:15 am ET.
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P.S.
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Join the global community of 1,000+ CX trailblazers! Get the DCX Newsletter first—packed with fresh insights, inspiration, and tools to elevate your customer experience game. Don’t miss out—join the movement today!