“Without commitment, promising a focus on the customer widens the gap between expectations and delivery. This leads to disappointment for shareholders, who will not see the long-term financial returns expected, and for customers whose experience below expectations will be perceived as worse than if no promise was made in the first place. This may explain why some of the most successful, and most loved companies do not try to differentiate themselves with a promise of better customer experience. In fact they rarely even use the word. Instead, they focus on the actual delivery of it.”
Hype, silver bullet or market opportunity, CX is a serious, complex, and holistic business.