"They are failing because, when improvement stalls, they ask the wrong questions. Not bad questions. Not lazy questions. Familiar questions. Comfortable questions. Questions that keep CX safely in analysis mode while the real issues, i.e., power, priorities, incentives and behavior, go untouched. If CX feels stuck in your organization, odds are you have asked at least a few of the questions below."
"What it really means: We're hoping that measurement compensates for the lack of action or that a new dashboard will do the work leadership won't. How we got here: CX grew up proving its credibility through metrics. Over time, dashboards replaced decisions. Measurement became the work. Why it matters: Metrics don't change or fix behavior. Incentives do. Priorities do. Trade-offs do. Decisions do."
Customer experience efforts stall when teams ask familiar, comfortable questions that keep work in analysis mode instead of addressing power, priorities, incentives, and behavior. A broken Golden Thread separates stated priorities from how work is done and what customers experience. Relying on metrics often substitutes measurement for action; dashboards can replace decisions without changing incentives. Repeated surveys substitute listening for ownership and follow-through when customers have already provided clear insight. Real fixes require shifting incentives, assigning ownership, committing to specific decisions based on customer insight, and stopping measurement when leadership will not act.
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