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This time around, Mr. Graham Hill tackles masterfully the difference between company pathways and customer journeys \u2013 and that by itself is totally worth it.This content is hosted by a third party ( www.youtube.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowIf you don\u2019t know him (for shame!) here’s his LinkedIn profile and if you look at his recent activity, you’ll see incredible articles he published in the last few months addressing the many aspects and sides of CX. I agree with some, debated others in his timeline, and even addressed this in previous versions of this newsletter. No matter how you come about to this, he has good content.What started our conversation was an article on MyCustomer.com about company pathways and customer journeys.Something about it struck me as interesting and \u2013 well, you will have to watch the almost 20\u2019 (also won\u2019t take a minute, nothing that is worth it takes a minute\u2026 come on) of great chat with him. He does a magnificent job of explaining how the two interact (hmmm\u2026 sounds like interactions, another good word that I have used extensively lately) to create excellent experiences.CX, the employee experience, and the hill upon which some of us will dieMoving on to another topic \u2013 customer experience intersection with employee experience. If you follow me in LinkedIn, I have devoted more than a fair share of time lately talking about this topic.Most charlatans out there, after they figured it’s hard to be accurate about success in CX, focused on another platitude that kills me \u2013 customer experience starts with employee experience. “Hogwash,” said I, and set out to discuss this.I\u2019ve been told that I created a stir of conversations about the topic (Imagine that an evangelist causing conversations to happen \u2013 almost as if by design\u2026 hmm) with a few of you focused on being wrong (I mean, thinking you are right \u2013 of course, but ultimately being wrong) adding to the convo.I went back and collected all the L-I posts about it, the comments, and wrote a new L-I article on employee experience and employee culture that encompasses the vast majority of what you need to know about it (a summary) and has the links to the original discussions about it. Please feel free to comment there or somewhere \u2013 this conversation is nowhere near over.      Your current employee experience determines future customer loyalty\u00a0                How you treat both employees and customers right now will ultimately be what folks remember. It will drive loyalty, or it will drive churn.      Class is in session: Do educated consumers make better customers?Tangential turn number two, let\u2019s talk about educating consumers, shall we? I wrote a great article about this in ZDNet. This is more of a summary, synthesis of what we know or should know rather than a groundbreaking thought leadership piece. It’s something that stemmed from the many (12 so far) newsletters I published here, the content of the same, and conversations I had in the many different channels I frequent.This is, if I may say that myself, an interesting concept \u2013 educate consumers so they become good customers, and we can reduce our dependency on specific pathways to get new or better clients.Tangential numero tres, couple of unrelated but cool links.The Netcore eCommerce Personalization Benchmark Report for 2021 is quite interesting for the numbers it shows (and there are too many). Like:Conversion rates are still low (like between 1 and 1.5% low)87% of brands doing e-commerce think they could improve what they doAlmost half offer personalization, but apparently not done well since there is a gap between what they do and what customers perceive as value for what they doThere’s a lot more, download the book to get some interesting benchmarks \u2013 especially if you want to understand how well your own e-commerce is doing. Then again, ecommerce is a part of infrastructure, so not much you can do unless you are tackling that part of the house instead of thinking it\u2019s an app\u2026 but that\u2019s a different conversation for another day.      How a customer data platform unlocks\u00a0the\u00a0power of\u00a0personalization\u00a0                The power of personalization, powered for business: Customer data platform (CDP) solutions help brands build on foundational insights to go beyond marketing\u00a0and\u00a0impact the full customer journey.      CX, conscious consumers, and privacyTinuti published The Consumer Privacy Trends Report (also for 2021, imagine that). This one is more subdued, not as much sizzle \u2013 but it is a great report if you want to understand that changes underway (I mean, before Google canceled it this week, we were mere weeks away from totally changing our way to market and use privacy). Touching on compliance, cybersecurity, and some overall numbers for privacy and data usage \u2013 it is useful, always good to know what\u2019s going in the world of privacy, that\u2019s what I say.      Face the music: Apple privacy changes hit e-commerce marketing                Apple privacy changes are right around the corner, and marketers who rely on Facebook ads are bracing for major impact. Here's what you need to know.      Tangent number four, and the final one, is something totally outside of the box \u2013 and you could even say not even related to this\u2026 except\u2026. Some weeks ago, I shared with you a link to a report on consumer consciousness. I will apologize for the bad pun in advanced, even if not intended\u2026 that stayed in my subconscious (rimshot) and kept a place there trying to figure out what I could do with that. After all, the report talked about how willing consumers were to acquire knowledge and products that were intentional and purposeful against their journeys.You need to read that report to understand, but it gave some good numbers and options for what to do with conscious consumers \u2013 both those seeking \u201cthe greater good\u201d and those seeking \u201ctheir better good\u201d.      When she talks, I hear the revolution: It’s no longer enough to hold the line                Consumers are driving the next great social change via their wallets, and no amount of advertising, PR, or marketing budget can overcome the power of consumers committed to purpose.      I was talking with someone at SAP the other day and \u2013 I am sorry, cannot recall whom, but know I am grateful for the link you shared \u2013 they shared with me a link to google talks. One of the talks was Swami Sarvapriyananda talking about consciousness. Length warning \u2013 it is almost 45 minutes of his explaining consciousness \u2013 and you must pay attention (the host will chastise you about it before it starts) but it\u2019s totally worth it.How does it connect to CX and this newsletter?Easy \u2013 Swami S (to those who know him and cannot spell his last name twice in one day) talks about consciousness being a state of witnessing, of understanding. And correct me if I am wrong \u2013 but isn\u2019t that what we advocated for the last 12-13+ weeks here? Become a witness to consumer expectations and company sought outcomes, and make sure you connect them both without regards to how or why? Smart guy, Swami, smart guy.And that completes my travel through myriad and distant topics, in more than one minute \u2013 but still\u2026 this was never about doing it one minute, ok? It\u2019s a homage to a song, and its meaning\u2026 come on.What says you? Comment on LinkedIn, or email me at work \u2013 lmk, and will be glad to feature you on a future video, newsletter, article, or link sharing.Until then, stay thirsty my friends. Stay thirsty.Read all of the ‘In a CX Minute’ content HERE.  Start-ups, mid-market, enterprise:No matter the business, today you need e-commerce to grow. See how top sellers are winning NOW.  "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"01","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/07\/\/01\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"In a CX minute: Thoughts on customer experience, July 1, 2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/07\/01\/in-a-cx-minute-thoughts-on-customer-experience-july-1-2021\/#breadcrumbitem"}]}]