269: Encore Episode - Creating Alignment with A Customer Experience Action Statement

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269: Encore Episode - Creating Alignment with A Customer Experience Action Statement

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AI Can Accelerate Your Strategy—But It Cannot Choose Your Direction Before You Implement AI, Align the Experience Companies are moving quickly to implement artificial intelligence, automation and new digital tools. But speed without alignment can create a more efficient version of the wrong customer experience. Before an organization decides what AI should do, its leaders and employees must agree on the experience they are trying to create. A Customer Experience Action Statement, or CXAS, provides that direction. It translates an organization's broad mission, purpose and values into a clear standard employees can intentionally deliver during every customer interaction. In a newly recorded opening to this encore episode, Denise Thompson explains why the topic is especially important now: Before companies implement AI, their employees, departments and leaders must be aligned around the experience the technology is supposed to help deliver. Then, in the original conversation, Denise and customer service authority John DiJulius explain how to create a Customer Experience Action Statement, the three pillars that support it and the systems required to keep it alive long after the launch. What Is a Customer Experience Action Statement? A Customer Experience Action Statement defines what every employee should intentionally achieve whenever they interact with a customer, client, patient, guest or colleague. Unlike a mission statement, it must be actionable, observable and relevant during even the smallest interaction. John explains why a CXAS is not another slogan for the breakroom wall. It is the behavioral North Star that helps employees make consistent decisions, creates organizational alignment and turns a desired customer experience into something leaders can teach, coach and reinforce. The Three Pillars of a Strong CXAS Every effective Customer Experience Action Statement is supported by three memorable pillars: 1. Expertise Employees must be brilliant at the basics. They should have the knowledge, consistency and operational excellence required to help the customer confidently. 2. Human Interaction Customers want to feel seen, heard and cared about—not processed as the next transaction. This pillar defines how employees should intentionally make people feel. 3. Above and Beyond When an opportunity presents itself, employees should be empowered to own the experience, solve a problem or create a memorable moment. John shares examples from The DiJulius Group, KeyBank, Starbucks, Superior Glove, Domino's and John Roberts Spa to demonstrate how organizations turn these pillars into clear, repeatable behaviors. Why a CXAS Must Come Before AI AI can accelerate decisions, communications and service delivery, but it cannot decide what your brand should stand for. Without a shared Customer Experience Action Statement, departments may automate different priorities and customers may receive a faster—but increasingly inconsistent—experience. A CXAS gives leaders a standard against which every AI use case can be evaluated: Does this technology help us deliver the experience we have promised, or does it merely make an internal process more efficient? Creating a Statement Is Only the Beginning The episode also explores why successful customer experience strategies require more than a launch. Organizations must certify employees, measure execution, recognize examples, refresh the language through microlearning and keep the CXAS visible long after the initial excitement disappears. As John explains, world-class customer experience is not a ribbon-cutting ceremony. The statement becomes transformational only when it remains top of mind and influences daily behavior. Work Directly With John DiJulius and Dave Murray on September 14 On September 14 from noon to 2:00 p.m. Eastern, John DiJulius and Dave Murray will lead a live, interactive Experience Revolution Membership session focused on creating and implementing a Customer Experience Action Statement that is actionable, observable and capable of driving consistent results. Participants will have the opportunity to work directly with John and Dave to develop or strengthen their organization's CXAS. Register or join the Experience Revolution Membership: https://thedijuliusgroup.com/membership/ Key Takeaways AI will accelerate whatever direction an organization is already heading, including the wrong one. A Customer Experience Action Statement should guide how every employee approaches every interaction. A CXAS must be actionable, observable, memorable and relevant to daily work. Mission statements and purpose statements are important, but they do not tell frontline employees exactly how to behave. A strong CXAS is supported by three pillars: expertise, human interaction and above-and-beyond service. Operational excellence and human connection must happen consistently; above-and-beyond moments happen when the opportunity presents itself. Three pillars are ...

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