The 8 New Rules of CX

Rule #1

You can’t force the customer anymore

“We have moved on from “push marketing” to “pull marketing”. We don’t force people to buy a product, but you tell them: Go try my product.”

—Arul Amudhan Gunalan

Rule #2

Be flexible and agile with your customer

“Retailers that aren’t flexible and agile, in their thinking and methods, will face an uphill battle to win the customer’s loyalty.”

—Sathiyanarayanan Vijayaraghavan

Rule #3

Follow the intuitive behaviour of your customer

“CX is about following the intuitive behaviours of the customers with many alternate journeys and connecting your processes to customer behaviours.”

—Jagdish Belwal

Rule #4

Reduce all friction at all customer touchpoints

“Every touchpoint of the customer engagement is important. Any friction in any of those touchpoints causes pain and a higher effort for a customer to engage with the business.”

—Pradeep Rathinam

Rule #5

CX has to be convenient, easy and fast

“Since consumers are using more technology, they expect a CX which is convenient, easy for them to understand and that which is fast.”

—Naresh Khanduri

Rule #6

Adopt a customer lifecycle approach

“We have been adopting a Customer Lifecycle approach – one that will create an ongoing value exchange between our customers and partners to help us achieve the outcomes we desire.”

—Chris Heckscher

Rule #7

You need to view CX as a profit centre

“What makes businesses CX Champions? They view CX as a profit centre. There may be myriad reasons why businesses invest in customer service, but CX-mature companies realise that it’s simply better for the

bottom line.”

—Vasudeva Rao Munnaluri

Rule #8

Emerging tech will create exceptional digital CX

“Emerging technologies like ML (Machine Learning), NLP (Natural Language Processing) and AR-VR deliver connected and hybrid experiences that play a vital role in creating an exceptional digital customer experience.”

—Aravind Kasturi