I Was Obsessed With Building Customer Relationships—Until I Did This
Two Tools That Transformed My CX Approach
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“These prompts gave us clarity in a single meeting that we’d been chasing for weeks.” - B.D. Sr. CX Manager
You’ve heard it a hundred times: “Build strong relationships with your customers.”
Last week, I challenged that core belief.
If you missed it, here’s the core takeaway:
Don’t aim for customer affection. Aim for operational excellence. Solve their problems better—and faster—than anyone else.
Because here’s the hard truth—most customers don’t want a relationship. They want fast, frictionless solutions.
This week, I’m giving you two tools that will help you do just that.
Why These Tools Matter
These aren’t just nice frameworks—they’re field-tested tools designed for CX teams under pressure to deliver real results.
You’ll find them easy to adopt, quick to implement, and—most importantly—aligned with KPIs that actually matter.
Here’s what they do:
The Relationship-Results Diagnostic Tool
This assessment helps you identify where you're over-investing in brand "warmth" and under-delivering on functional outcomes. It quickly pinpoints mismatches between your intentions and what customers really want.
Use it to:
Eliminate friction disguised as personalization
Refocus your strategy on resolution speed and clarity
Surface hidden inefficiencies in your CX design
The R.E.S.U.L.T.S. Framework
Turn every interaction into a value moment. This seven-part framework acts like a CX lens to evaluate and optimize touchpoints in real-time.
Use it to:
Design interactions customers actually want to repeat
Reduce time-to-resolution
Scale self-service without sacrificing quality
These tools empower you to:
Pinpoint where you’re going wrong. Are you prioritizing over function? These assessments will reveal the truth.
Transform interactions from pointless to powerful. By applying the RESULTS framework, you turn every touchpoint into an opportunity to prove your value.
Make measurable progress. It's not about vague concepts—it's about clear, trackable improvements.
Most importantly, these tools will help you build the one thing every brand wants:
Loyalty.
Because loyalty isn’t built on pleasantries.
It’s built on reliability. And that’s what you’ll be delivering.
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The Relationship-Results Diagnostic Tool: Where Are You Missing the Mark?
Before you can fix your customer experience, you need to identify exactly where you're prioritizing warm feelings over actual results. This diagnostic assessment will reveal your blind spots.
Rate each statement on a scale of 1 (strongly disagree) to 5 (strongly agree):
Customer Interaction Assessment
Our customer service scripts include mandatory personal questions or small talk
We measure success by customer satisfaction rather than resolution rates
We send regular communications even when we don't have urgent updates or offers
Our onboarding process educates customers about our brand story and values
We've incorporated "surprise and delight" moments that don't directly solve problems
Our social media strategy prioritizes engagement over providing useful information
We have longer-than-necessary response times because we're crafting personalized replies
Our agents are encouraged to build rapport before addressing technical problems
Our website prominently features our company history and mission
We've designed customer journeys around "relationship-building touchpoints"
Results Orientation Assessment
We track how quickly customers achieve their goals when using our products/services
We've mapped the minimum steps required for customers to complete common tasks
We regularly audit and eliminate unnecessary steps in customer processes
We measure and optimize for reduced customer effort
We prioritize speed of resolution over depth of interaction
Our training focuses on technical problem-solving more than rapport-building
We design self-service options to be as comprehensive as assisted service
We've removed friction from high-volume customer journeys in the past quarter
Our KPIs emphasize efficiency and effectiveness over relationship metrics
We regularly test our interfaces to eliminate points of customer confusion
Interpreting Your Results
For statements 1-10:
Scores of 4-5 indicate areas where you're overemphasizing relationships
Add all scores in this section: ____
For statements 11-20:
Scores of 1-2 indicate opportunities to strengthen your results orientation
Add all scores in this section: ____
If your score in section 1 outweighs section 2, your CX may be over-indexing on relationship building. That’s not inherently bad—but it could be where customer effort is creeping in unnoticed.
Use the diagnostic to zero in on your biggest opportunity areas, then apply the RESULTS framework for targeted, testable improvements.
The R.E.S.U.L.T.S. Framework: Evaluating Every Customer Interaction
Once you've identified your problem areas, use this framework to evaluate and improve individual touchpoints. This seven-point system transforms abstract principles into practical actions:
R - Relevant to Customer Goals
Is this interaction directly connected to what your customer is trying to accomplish? Have you confirmed what they're actually trying to achieve rather than assuming? Is every element necessary for goal achievement?
E - Efficient Use of Time
Have you minimized the steps required? Are you respecting your customer's time by being concise? Could this interaction be shortened without compromising effectiveness?
S - Solution-Oriented Language
Does your communication focus on solutions rather than processes or policies? Are you using action verbs and clear directions? Have you eliminated unnecessary pleasantries that delay getting to the point?
U - Unnecessary Elements Removed
Have you eliminated steps that don't directly contribute to resolution? Are you asking only for essential information? Have you removed "nice-to-have" but non-essential elements?
L - Logical Next Steps
Does the interaction clearly indicate what happens next? Is the path forward obvious without explanation? Have you anticipated potential follow-up questions?
T - Testable Effectiveness
Have you defined how you'll measure success? Are you tracking completion rates and time-to-resolution? Do you have a baseline to compare improvements against?
S - Self-Service Option
Could this interaction be transformed into an effective self-service option? Have you empowered customers to solve similar issues themselves in the future? Is there a clear path to self-resolution for repeat occurrences?
Start Small, Scale Fast
Ready to put these tools to work?
✅ Start by applying the RESULTS framework to one high-impact interaction—maybe your help center, chatbot, or onboarding sequence.
Then track the changes in:
Resolution time
Customer effort score (CES)
Self-service rate
📩 Hit reply and let me know which touchpoint you're starting with—I’ll share tailored ideas or benchmarks to help you move faster.
Up Next
Coming Up Next Tuesday: Breaking the CX Habits That Are Costing You Customers
Think small delays and unnecessary steps aren’t a big deal? Think again.
Next week, I’ll expose the common habits that silently erode customer trust—and how to eliminate them.
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
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Thanks for being here. I’ll see you next Tuesday at 8:15 am ET.
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