Let’s clear something up.
Customer Experience (CX) is not about being polite, handing out loyalty cards, or smiling on cue. That’s customer service. And while service is part of the experience, it’s only the tip of the iceberg.
Real CX is about intention, integration, and consistency across every touchpoint of your brand.
Why Most Teams Get CX Wrong
Here’s what I see too often:
- Sales and service teams trained in isolation
- No connection between feedback and improvement
- Metrics focused on transactions, not trust
The result? Customer interactions that feel… scripted. Disconnected. Forgettable.
At best, they don’t hurt the brand. At worst, they quietly erode it.
CX Is a Strategic System, Not a Soft Skill
When we redesigned the CX framework for tenants at the V&A Waterfront, we saw the shift firsthand.
Teams moved from passive service to proactive experience design. We focused not on “being nice,” but on knowing the customer, anticipating their needs, and aligning brand promise with behaviour.
We introduced a simple, powerful tool:
The ACED Framework
- Active Listening
- Clearly Explain
- Educate
- Diligent Follow-Through
- Active Listening
It sounds basic. But when applied consistently, it transforms perception, performance, and profitability.
The Business Case for CX
Here’s what we’ve seen from clients who take CX seriously:
- 43% boost in customer satisfaction scores
- 27% faster deal closure through relationship-led sales
- 18% increase in repeat business
Why? Because when experience aligns with expectation, loyalty becomes inevitable.
3 Questions for Your Business
- Do your teams know how your customer feels, not just what they buy?
- Are CX insights built into how you train, plan, and sell?
- Can you name your most common service failure point?
If not, your CX is reactive. And that’s costing you.
Want to Elevate Your Team’s CX?
Our CX + Sales Training Program helps teams move beyond the script and into connection.
Based on neuroscience, customer psychology, and brand strategy.
👉 Explore the CX Workshop or Book a Consult +27 83 454 6374 or franklin@terbigen.com