CX Strategic Knowledge · CX Misconceptions
Fundamentals before innovation
Customers rarely leave because you weren't innovative. They leave because the basics don't work.
Customers almost never churn for lack of innovation. They leave because tasks are hard, basics fail, and friction is high. Fixing fundamentals creates more value than chasing novelty, which puts it ahead of innovation in the queue.
Ask why customers actually leave. It is rarely 'not innovative enough.' It is because their tasks are hard, the basics don't work, and friction is high. Novelty does not compensate for a product that fails at its job.
The rule for sequencing investment: fixing fundamentals creates more value than chasing novelty. Innovation earns its place only after the core experience works.
Apply this
Reading about fundamentals before innovation is one thing. Seeing where it applies in your journey is the useful part.