Ask Ian: Gold Standard Advice from Customer Experience Kingpin

May 22, 20184min

Customer Experience specialist Ian Golding, author of new book Customer What: The Honest and Practical Guide to Customer Experience, today begins a new feature in Customer Experience Magazine, in which he offers his expert insight to help businesses improve their CX offering.

To ask Ian a question on how to boost the Customer Experience provided by YOUR business, please email your question to editor@cxm.world. The best questions will be featured in future instalments…

“As the owner of an SME with limited resources, how can I keep up with the level of CX that today’s customers expect? What are some simple and cheap methods of providing it?”

Every organisation has a Customer Experience, and always has had. Size and scale of the company is irrelevant – it is as important to understand the basic fundamentals as a company of two people, as it is in a corporation of thirty thousand.

In principle, the smaller the company, the ‘easier’ it should be to have everyone in it working towards delivering an experience that meets (and sometimes exceeds) customer expectation. The key is to ensure you have absolute clarity and focus. Large organisations struggle with both of these things – yet so do smaller ones. To ensure that you have the clarity and focus needed, you should make certain you are able to answer the following questions at a minimum:

Do I know who my customers are?

Not just as an account number, but as real people. To do this, everyone in my company must understand what customers want from us, what their challenges are, and what they value most.

Do I know what my company should be doing for my customers?

What experience do you want them to have? The best way for a small company to answer this question is with three more questions! Inspired by the Golden Circle methodology created by Simon Sinek:

a) why does my company exist in the first place – what is its purpose?

b) how can I make the purpose a reality?

c) what products/services do my clients actually need?

Every employee MUST know the answers to these questions and be continually focused on delivering the experience you want your customers to have.

Does every employee know the role they play in delivering the experience you want your customers to have?

Ensuring they have clarity on this, coupled with giving them the ability to think and act in the interests of the customer, should enable your purpose to live and breathe.

Ensuring that your whole organisation understands these questions and knows the role they play, is not expensive to do. The secret is to keep it simple. Simplicity of the message combined with a never-ending commitment to delivering it, will be the difference between a truly customer-centric organisation and one that is not.

Start every day reminding your people of it – a five minute meeting is not difficult to do, but will suffice to make sure that your purpose is at the front and centre of everyone’s minds – every single working day.


CXM Editorial Team

CXM Editorial Team

Published for all CX professionals, the digital Customer Experience Magazine is packed full of industry news, blogs, features, video bites and international stories all focusing on customer experience. CXM will help you learn what makes an outstanding customer experience that wins both awards and the hearts of customers. And sometimes we share some cool music as well.




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Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


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