“Focus on the customer outcome first and the customer journey second.”
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Some people disagree with this but I haven't heard a compelling argument to change the way I think about this yet.

What examples do you have of a company that delivered a great journey but didn't deliver the successful outcome?

The way I see it - there’s 2 parts of Customer Experience

1. The outcome
2. The journey to the outcome

I think we need to approach them in that order too. Understand your customer’s successful outcome then build the journey to deliver it.

It doesn’t matter how well you’ve designed the journey, if it doesn’t deliver the Successful Customer Outcome - you’ve failed.

If a customer misunderstands something about your products or services - whose fault is it?

The easiest way to turn your customers into superfans is to turn your employees into rockstars. 

What's your best advice for tuning employees into rockstars?

Clip from my appearance on the Engati podcast

No?

Maybe you should.

D - Define your company by the outcome you deliver not the output

U - Understand who the world leaders are at delivering that outcome (outside of your industry)

M - Model their mindsets, philosophies and principles.

B - Benchmark your company against THOSE companies.

The 2 Rules of Proactive Experience Recovery.

1. The problem you want to fix in the experience has to be one you can actually monitor.
2. You have to commit to a solution that you will deliver 100% of the time.

The aim of PXR is to have companies CONSISTENTLY fixing experiences in the experiences, not just when they feel like it.