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please stop.\u00a0 You\u2019re my sister for crying out loud!What shall we discuss today?Lots of work being done behind the scenes on word-smithing and messaging.\u00a0 Not much that can be shared there, it has essentially slowed down the conversations.\u00a0 Sometimes, you just must work \u2013 KWIM?This is going to be a little short, there is not a lot to report on mind expansion (without drugs), but we do have a great one to start: another video.The franchise for \u201cI Don\u2019t Know What I Am Doing With Friends\u201d has been a little quiet as of late because we have been doing some internal organizing and paperwork stuff to improve distribution and promotion.\u00a0 We are nearly finished, but since I did not want to run out of videos \u2013 I slowed down deployment of what I had until I could start recording more.This one is a great one.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 WindowRay Gerber has a prestigious background and is a keen thinker when it comes to journeys and customer experience, also is well-experienced in these technologies\u2019 things (like me).\u00a0 He built one of the best tools I\u2019ve seen in a long time, Thunderhead, and as the CTO and I wanted to have a chat with him about what customer optimization means and how it is done. (He also recently wrote an article on customer intent that is <chef\u2019s kiss>.)How much do you know about journey analytics? Optimization? Not sold yet? Watch and learn – it’s a great discussion.Fight night: When experts disagreeI told you a few weeks back that as I was doing some interesting conversations on psychology and research a good friend talked about biases \u2013 well, I wanted to get a better perspective on that, and I found this gem \u2013 the Big Bad Book of Biases.The book is not yet released, but there is a downloadable piece right now, kind of a teaser, which is the periodic table of biases.\u00a0 It is a handy tool to have around, and I thank Pogrebna, G. and K. Renaud for letting us get to it before the book is released.Continuing the concept of biases, and this is a good segue \u2013 trust me, I want to give you a link to some content that you may find interesting.The concept of JTBD (jobs to be done) which is used a basis for service design and a few other CX topics is \u2013 in my most humble opinion, and some would say wrong \u2013 too academic for corporate America.Understanding the actual intent of the customer need (which is what it’s addressing) is far above the level where most organizations live, work, and die. It is not, don\u2019t get me wrong, it is simply a little too academic.Of course, my friend Mike Boysen (who has been doing a lot of work and research and writing and talking) would disagree with me vehemently \u2013 which is why I am trying to bring him to do a video with me, hope this convinces him \u2013 on this and would use some choice words and examples to show me otherwise.\u00a0 And \u2013 this is the key \u2013 he would likely be right, but in very limited environments.\u00a0 This is, again, my main beef with this concept \u2013 very limited applicability for most complex, multi-level solutions that exist out there in corporate America.He has been writing about this for a while, and he has produced some great content, and I wanted to highlight one of them I recently come across.\u00a0 This is a good alternative way to think about CX \u2013 and he makes very interesting arguments.\u00a0 Read it, comment, and hopefully \u2013 we will be discussing this soon on a video.CX, proactivity, problem resolution: Loyalty-builders or expected customer offerings?Finally, told you it\u2019d be short, we have this very thought-provoking article from Matt Watkinson on how to not have to worry about CX (and something that remains dear and near to my heart for over 25 years): proactivity.The purpose of CX and CRM had always been (in my very humble opinion) to automate as much as possible the interactions between customer and organization.No customer wants a relationship with an organization \u2013 period.\u00a0 Customers get no value of that, and the organization does not care (fine, we can pretend and say humans are important, blah-blah-blah, but in reality \u2013 this is not about relationships). They want resolution \u2013 or even better: no problems.If you have problems, use automation and escalation to resolve them.      Why self-service is critical to the future of CX                Convenience and time are the most important commodities in the experience economy. That's why self-service is critical to the future of customer experience.      If you want to do better, use the same tools you use for automation to build proactivity and prevention \u2013 so you never have to worry about resolution (cannot resolve a non-existing problem \u2013 that\u2019s a whole different discussion).Matt wrote this article to explain his point-of-view on this, and I agree quite a bit on what he says \u2013 a few debatable points on function versus form \u2013 and it is a pretty good place to start thinking about this.I am also trying to convince him to come do a video to chat more about that \u2013 so there\u2019s the shameless adulation for the purpose of this\u2026.\u00a0 And follow Matt if you don\u2019t already.That\u2019s it for this week \u2013 thanks for reading. We’re close to two milestones: the 6-month anniversary of this column (will create a special summary edition), and the re-launch of the video series. Stay tuned for both.Will see you next week \u2013 with any luck can remain somewhat regular\u2026. On publication intervals, geez\u2026Read all of the ‘In a CX Minute’ content HERE.  It’s not your father’s CRM.Boost customer relationships.Win loyalty.\u00a0Drive revenue.The future of business starts\u00a0HERE."},{"@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":"08","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/08\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"18","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/08\/\/18\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"In a CX minute: Thoughts on customer experience, August 18, 2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/18\/in-a-cx-minute-thoughts-on-customer-experience-august-18-2021\/#breadcrumbitem"}]}]