Since When Did CX Become a “Game of Thrones”?

By Steve Kennedy

Ned Stark in his final moments

You’d have to have been starved of internet access not to realize the Game of Thrones (or GoT for short) season finale aired recently. I’m a big fan of the show, having seen all episodes and read all the books.

Maybe due to the combination of this passion and my obsession for CX (not to mention a couple glasses of Dornish wine), it suddenly hit me: the CX landscape is as complex and changing as the power struggle in GoT. As I started thinking back on my past 13 years in this space, I noticed some striking similarities between the characters on the show and the different CX phases I have seen.

Panel research: Well-intentioned but ineffective (Ned Stark)

Ned Stark in his final moments (Picture: HBO)

After a painful career spent in IT outsourcing where I succeeded when I cost people their jobs, I joined a panel research company. We provided the panelists for market research companies to survey for their end clients. The big buzz at the time was for long form surveys. Although a test of each panelist’s patience, they could uncover some interesting insight into buying behaviors of various customer segments.

The problem was that as these surveys became more familiar, the panelists participating became wise to them. Quickly, they learned how to game the system to break the screener questions as they sought to complete them as quickly as possible. In the end, the data couldn’t be trusted so their value in quantifying and measuring CX became limited.

Which Game of Thrones character does this remind you of? To me, hands down this is Ned Stark – a dedicated husband and father but loyal to a fault. Very deliberate, great intentions, but doomed to failure as he was unable to see what was changing around him.

Early-stage digital surveying: Useful but ultimately too flashy and long-winded (Oberyn Martell)

Oberyn Martell in typical pose (Picture: HBO)

Early-stage digital surveying involved asking customers a high volume of questions. The answers – it was claimed – enabled you to predict behavior by measuring customer satisfaction, which in turn provides key CX insight. A bold claim, for sure.

Could these surveys do this accurately? In my opinion, no. But the bigger issue is that there has been decreasing patience for these types of long-form surveys over the past several years.

In fact, any digital CX questionnaire with more than 15 questions has been subject to lower participation and completion rates year over year. This is despite increasing website and mobile traffic. What used to require 100,000 unique visitors to create a statistically significant sample now requires two to three times that number.

With this being the case, early stage digital surveying was a flawed concept that couldn’t deliver all the things it said it could. It was long-winded and at best ambitious, at worst cocky, arrogant and flashy.

Which Game of Thrones character does this remind you of? Oberyn Martell – a flamboyant yet brilliant warrior whose flashy arrogance ends up getting himself killed. Long form surveys sound Go to the full article.

Source:: Business 2 Community

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