He traveled all around the world and everywhere he went
He'd use his word and all would say there goes a clever gent
—Lyrics from “Supercalifragilisticexpialidocious”
In the movie Mary Poppins, everyone’s favorite nanny shared with the world “the word to say when you don’t know what to say.”
Today’s business equivalent of supercalifragilisticexpialidocious is “the customer experience.”
The phrase seems to be on the tip of every tongue as the answer to seemingly any question. Just say, “the customer experience” and you’ve got a lot to say!
There are two problems, however, with the way enterprise leaders and industry observers are bandying about this term. First, many of its utterers are using it either amorphously to mean anything and nothing, or they are using it as a synonym for the buying process.