This is where CX becomes UX, for user experience. Having the skills in-house (not via an agency) to translate the CX vision into a detailed design is critical. You can't just interview stakeholders and turn their ideas into requirements and pass them along to developers and expect good results. That way madness lies.
For a better customer experience, you need the skills to interview actual users, turn observations into solution concepts, and then turn those concepts into designs. You need to be able to specify the design with rich detail so you can deliver something that is easy to use while solving a meaningful problem. Without these skills, great CX will remain elusive.
Greg Laugero is co-founder of Industrial Wisdom. He helps companies turn ideas into products with great user experiences.
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