I've got 99 problems but CX aint one

If you work in Customer Experience (CX), you’ll know it’s rarely as simple as handling customer queries and ticking satisfaction boxes. One day you're reviewing customer feedback trends, the next you’re discussing delivery delays with logistics, or aligning messaging with marketing.

There are always a hundred things happening at once - most of which are seemingly not directly CX.

But here’s the thing - no matter how many challenges pop up, the north star remains the same: creating outstanding experiences for customers. And it’s this focus that pulls everything else together.

CX is Bigger Than Customer Service

When people hear “Customer Experience,” many still think of contact centres or complaint handling. But CX is so much more than that. It’s the entire journey a customer takes with your brand - every touchpoint, every impression, every emotion.

From the first ad someone sees to the moment they unbox a product or reach out for post-sale support, every interaction shapes how a customer feels about your business.

And it’s not just the direct interactions that count. It’s how easy your website is to navigate. How intuitive your product is to use. How simple it is to book an appointment, get a refund, or change an order. Every step either builds trust or erodes it.

The Emotional Connection Matters

CX isn’t just about what a customer does; it’s about how they feel along the way.

People remember how you made them feel far longer than the details of a transaction. A delayed delivery, a poorly worded email, or a disjointed handover between departments can leave a lasting impression - and not the one you want.

That’s why empathy, clarity, and consistency need to be baked into every part of the customer journey, not just the obvious touchpoints.

Why You Need Other Departments On Board

One of the biggest challenges for CX professionals is reminding the rest of the business that CX isn’t just a department - it’s a company-wide responsibility.

Every department plays a role in shaping the customer experience:

• Marketing sets expectations with what they promise.
• Sales builds trust with what they commit to.
• Operations delivers on those promises.
• Finance impacts how easy it is to pay or get refunds.
• Tech shapes how smoothly your customers interact with digital channels.
• HR affects the employee experience, which directly influences how those employees treat customers.

It becomes more challenging when these teams work in silos, focusing only on their individual goals without considering how their actions affect the overall customer journey.

That’s why it’s crucial for CX leaders to build partnerships across the business. Not by dictating or policing, but by involving, informing, and inspiring. Show departments how CX impacts their objectives and how their work impacts the customer.

When people can see the commercial value and reputational benefits of better customer experiences, buy-in gets easier. Make CX data meaningful for them. Show how fixing that invoicing issue could improve payment turnaround time and reduce inbound queries. Or how tightening delivery timeframes could increase customer retention rates and improve their NPS.

Cross-functional collaboration isn’t a ‘nice to have’. It’s a necessity.

The Strategic Value of CX

It’s not just about making people happy in the moment. Great customer experiences fuel growth.

In today’s market, where customers have endless choice and endless platforms to share their experiences - good and bad - the stakes are higher than ever.

Positive CX drives:

• Increased customer loyalty - people stick with brands that treat them well.
• Stronger word-of-mouth advocacy - loyal customers tell others, reducing your cost per acquisition.
• Higher customer lifetime value - because happy customers buy more, stay longer, and cost less to serve.
• Competitive advantage - in industries where products and prices are similar, the experience is what sets brands apart.

CX isn’t a cost centre - it’s a growth engine.

Businesses that invest in customer experience consistently outperform those that don’t. In revenue, in reputation, in customer trust. And those benefits extend across the entire business ecosystem, creating a stronger, more resilient organisation.

So, What’s the Takeaway?

Next time you find yourself knee-deep in someone else’s operational issue, product spec, or marketing plan, don’t get frustrated. You’re there because it affects the customer.

Keep your north star in sight:

How will this decision, this action, or this problem impact the experience we give our customers?

Because when you stay relentlessly focused on that, you’ll navigate those 99 problems just fine - and CX won’t be one. 🎤🫳

#CustomerExperience #ContactCentre #CX