The CX Iconoclast
If you’re exhausted by traditional approaches to CX, impatient with the stunning lack of progress in the field, and done re-hashing the “best practices” that don’t change anything, you’ve found your podcast. Here’s what we know: Companies gain competitive advantage through exceptional customer experience, and customer insights are the best decision-making tool there is. But traditional CX approaches have run their course and it’s time for the next revolution in CX. Tune in every two weeks as Richard Owen, co-founder of OCX Cognition, hosts conversations and interviews with business leaders, academics, and thinkers whose ideas can guide the CX profession to think in new ways about what success looks like. Most of them aren’t CX professionals, but all of them have something to teach us about CX. We’ll take a clear-eyed look at the problems that have hampered the discipline and explore the compelling ideas behind a re-engineering CX for a modern world. Come disgruntled, leave inspired. Find us at www.ocxcognition.com
The CX Iconoclast
Marketing, AI, and the Power of Focus: Insights with Simon Lyons
OCX Cognition founder Richard Owen hosts Simon Lyons in this latest conversion. Simon has had a long and varied career working in marketing, brand management, and strategic development across a variety of industries, including power generation, drinks, and even the Scottish Football Association. Richard and Simon discuss the challenges and opportunities in modern marketing, particularly as organizations shift from strategic principles to a heavy reliance on digital execution.
Simon suggests that many marketing teams focus on lead flow and performance metrics but lack the foundational skills to create long-term value. This misalignment often leads to inefficiencies, higher costs to serve, and lower retention when targeting poorly matched customers. He therefore emphasizes the importance of narrowing focus, deeply understanding target audiences, and realigning marketing philosophies across the organization. Additionally, while metrics like Net Promoter Score (NPS) remain a reliable measure of customer satisfaction, Simon says there is a growing need for more nuanced KPIs, particularly in pricing strategies and assessing new product success.
Simon notes that AI is revolutionizing marketing by automating tactical execution, generating tailored content, and optimizing campaign efficiency. However, he says this shift raises concerns about the loss of marketing intellectual property, as platforms like Meta increasingly own the insights that drive campaign success. This transition challenges marketers to redefine their roles, focusing on strategic direction and customer insights rather than tactical implementation. Leadership and teams must adapt quickly, addressing skill gaps and mindset shifts to stay competitive.
As a notable aside, Simon shared observations on the whiskey industry, noting its changing dynamics due to rising prices, long production cycles, and evolving consumer preferences, which echo broader themes of adapting to market shifts.
Find out how predictive CX analytics can help your business: https://ocxcognition.com/
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Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3
