CX Strategic Knowledge · CX Methods
Defining the right problem is strategy
Strategy without fresh customer intelligence is speculation.
Problem definition drives initiatives, CX strategy, and investment priorities. The test: is the strategy guided by recent customer evidence or legacy assumptions? Companies that kept pre-pandemic strategies through COVID-19 missed the shifts in behavior and priorities.
Defining the right problem is strategy work, not a research formality. The problem you choose to solve determines which initiatives get funded, what the CX strategy targets, and where investment goes. Get it wrong and everything downstream inherits the error.
The failure mode is running on stale evidence. During COVID-19, companies kept pre-pandemic strategies, did not re-research changing needs, and missed real shifts in customer behavior and priorities. Ask one question of any strategy: is this guided by recent customer evidence, or by legacy assumptions?
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Reading about defining the right problem is strategy is one thing. Seeing where it applies in your journey is the useful part.