Podcast ¦ CX Passport: The One Where We Hitch Our Wagon – Helge Tennø E232

Key Take Aways

1. Customer behaviour is driven by the need to solve specific problems and achieve identifiable outcomes, not merely by products or services.
2. The term ‘customer’ simplifies and reduces humans to transactional roles, overlooking the complex motivations and social contexts influencing their actions.
3. Moving organisational focus from a product-centric to a human-centric view necessitates integrating insights from anthropology and ethnography to deeply understand customer motives.
4. Business design involves aligning the organisation’s needs with customer needs, seeking a ‘sweet spot’ where mutual value is realised.
5. Siloed expertise in organisations hampers holistic understanding; cross-functional collaboration is essential for effective customer-centric strategies.
6. Effective expression of customer insights requires translating messy, emotional data into digestible, quantitative formats aligned with organisational decision-making.
7. Disruption within CX involves shifting from a narrow focus on individual customers to understanding the broader systems of influence impacting customer behaviour.
8. Employing systems thinking — by seeing the ‘system’ as the customer rather than the individual — enables better strategic decision-making amid complex influences.
9. Incremental technological improvements are insufficient; instead, disruptive approaches are necessary to elevate CX influence within organisations.
10. Embedding customer insights into existing marketing and organisational frameworks can amplify impact, provided insights are connected to ongoing initiatives.
11. Measuring the ‘why’ behind customer actions requires unlearning traditional reliance on engagement metrics and adopting behavioural and learning-based metrics.
12. Capturing the real value of customer data involves understanding behavioural changes that lead to business impact, including how customers extract value quickly and efficiently.

Key Statistics

• None of the specific data statistics are explicitly mentioned in the podcast transcript.

Key Discussion Points

• Customers act based on motivations to achieve specific outcomes, not just because organisations want them to.
• The importance of human-centred understanding over transactional terminology like ‘customer’ or ‘user’.
• The role of anthropology and ethnography in uncovering what truly drives customer behaviour.
• How organisations tend to silo expertise, which hampers integrated customer understanding.
• Practical visualisation tools, such as drawing circles representing business and customer needs, facilitate strategic thinking.
• The significance of identifying the intersection between customer motivations and organisational goals.
• The challenge of translating emotional, messy customer data into decision-ready insights.
• The necessity of disrupting traditional customer-centric approaches to regain strategic influence.
• The concept of viewing the ‘system’ as the customer to encompass external influences and broader ecosystems.
• Small CX teams should leverage existing initiatives and align their insights with larger organisational projects.
• Shifting focus from technology push to customer demand-driven innovation encourages sustainable change.
• Changing metrics from engagement to behavioural and learning outcomes to better understand true customer value.

Podcast Description

This podcast explores innovative perspectives and practical strategies for enhancing customer experience in complex organisational environments. It features expert insights on human-centric design, system thinking, and disruptive approaches to CX. The conversations challenge traditional siloed thinking, emphasising the importance of understanding the deeper motivations behind customer behaviour and aligning organisational initiatives accordingly. Ideal for senior managers in financial services, it aims to equip leaders with actionable ideas to deliver meaningful, digitally-enabled customer value.