Your CX Story Starts Here

My Story With Customer Experience

I’ve spent the past 15+ years working with B2B manufacturing and technology companies, both as an in-house Voice of the Customer program lead at KONE and as an advisor supporting some of the largest B2B companies headquartered in the Nordics.

This is what I have seen: Somewhere along the way, we made Customer Experience too complicated. When CX is explained through a set of frameworks, methods, and processes that only “CX-trained” people understand, we risk losing the audience that matters most: the people inside our own organisation.

It’s time to return to what truly matters:
How Customer Experience helps companies — and the people within them — succeed in today’s world.

CX STORY

You Don’t Need a CX Strategy – You Need a Better Story

Do you know the number one enemy of CX? It is not a lack of data, a low NPS or an outdated customer journey map.

It is confusion.

Confusion starts when Customer Experience is treated as something separate from the business. A standalone CX strategy may feel like progress — but it often works against you. It sends an unintended message: this is something added on top of the real strategy.

And once that happens, CX starts competing for attention, budget, and leadership focus.

Luckily, there is a better way.

What Is a CX Story?

What if you could communicate to your leadership and organisation: This is WHY Customer Experience matters and this is HOW it helps us succeed in our strategy. What would become possible that is challenging today?

I have developed the CX Storytelling concept to help exactly with this.

This is what CX Story is about:

One clear message every understands. Communicated in just 1 minute. Directly connected to strategic priorities: Growth, retention, revenue.

No lengthy PowerPoints, complex CX jargon, or high level visions that are disconnected from reality.

Defining Your CX Story Is The Beginning For Successful CX Transformation

Once you have a CX Story, it becomes the lens through which every CX decision is made. What customer understanding do you actually need — and what can you stop measuring? Where in your business processes should insight turn into action, and where do you start? What capabilities does your organisation need to build, and whose support is essential to move forward?

Your story shapes the answers to all of these questions.

And lastly: Stick to your story. This is your core message you can use in every presentation, every business case, every conversation about CX. Make it the foundation of your narrative.