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Ask Camelot: “Customer Experience in 2021; Journey or Quest?”

At our recent Camelot Live event as part of our ‘Ask Camelot’ series, we covered some best practice ideas for aiming to provide an excellent customer experience both now and in the future. 

Hosted by Camelot’s Founder, David Clamp, the event saw lively interactive discussions between our specialist panelists from The Camelot Network and a fantastic audience, who came primed with lots of insightful questions. We delved into some of the prevailing challenges and solutions associated with delivering the highest-quality customer experience. 

When asked how well their respective organisations understand the customer experience, our audience poll revealed:

32% of attendees answered that their organisation does understand customer experience

50% responded that their organisation understands customer experience quite well

18% responded that their organisations do not understand customer experience very well

In response to these seemingly encouraging results, panelist Stéphanie Rivet brought to light some recent research, which found that while 80% of companies believe they deliver “superior” customer experience, only 8% of customers agree. Interesting! 

She also explained how there are hundreds of definitions of customer experience. But primarily, what all the companies who are doing it successfully have in common are; personalisation, “happy”  employees, authenticity and transparency.

“Now that accessible, efficient processes are seen as a given, to be awesome at CX, it is no longer what you do but HOW you do it that will make a difference.”Stéphanie Rivet


Having an open mind and staying in tune with current trends rather than relying on old data is essential for maximising the customer experience and optimising results for your organisation. Speaking and listening to your customers about things that are important to them now is key, as is using questions that insight useful answers.

“If there is something great happening, you have to find out what it is so that you can make more of it.” – Andy Stevenson

Demonstrating empathy and being attentive to the customer are just a few of the key ways to create a memorable experience for them. The customer experience should go beyond just ticking boxes and meeting their basic needs. 

Making each individual feel valued and heard during their experience is what will predominantly shape their vision of you and your organisation.

Our poll results also revealed that more than half of attendees do not currently have a Customer Experience strategy in place. 

The panel pointed out that having a CX strategy not only helps you to gain a better understanding of what customer needs are, but allows you to communicate this understanding more effectively to your customers.

 “It’s not all about the website or how flashy the brochure is, quite often it’s other things that are really driving that experience. Once you have understood what those things are, then you can drive a strategy.” – Andy Sutherland

This leads on to the important topic of better establishing a CX strategy. So, how is it done?

The Best Practice CX Strategy:

The Poor Practice CX Strategy:

With an ever-evolving landscape, customer experience is something which is dependent on clear boundaries and structured frameworks – it is a journey rather than a quest, where the destination is known and a plan is in place. 

With an ever-evolving landscape, customer experience is something which is dependent on clear boundaries and structured frameworks – it is a journey rather than a quest, where the destination is known and a plan is in place. 

A huge thank you to our Camelot panelists for sharing their expertise on the topic of customer experience and outcomes: Andy Sutherland, Andy Stevenson and Stéphanie Rivet.
Hungry for more? You can read the White Paper written by the panelists here.