In a recent LinkedIn post, Adrian Swinscoe discusses the challenging yet crucial path many brands undertake to achieve customer obsession. Swinscoe highlights the work of Raymond Gerber, Co-Founder of the Institute for Journey Management (I4JM) and Founder of JourneyCentric-CX, and details their recent conversation on the Punk CX podcast. The discussion centers around Gerber’s new book series, particularly the executive edition, which outlines a leadership blueprint for achieving customer obsession.
The Path to Customer Obsession: A Framework
Adrian Swinscoe introduces the core concept by referencing Raymond Gerber’s latest work. As Swinscoe notes, achieving customer obsession is a significant goal for many businesses, but it is far from easy.
“Achieving customer obsession is the goal of many a brand. But achieving is often not easy.”
Swinscoe elaborates that the conversation with Gerber, featured on the Punk CX podcast, delves into a comprehensive 9-stage journey that organizations navigate on their way to becoming truly customer-obsessed. This framework, detailed in Gerber’s book, aims to guide executives in transforming fragmented customer experience (CX) efforts into a unified, enterprise-wide focus on the customer.
Key Stages and Early Hurdles
According to Adrian Swinscoe, the discussion covers several critical aspects of this journey. One significant point raised is how many organizations inadvertently stumble into the initial stages of this process. Swinscoe shares Gerber’s perspective on the importance of ‘consideration’ as a non-negotiable output of the second stage.
Understanding the Stages
Adrian Swinscoe explains that the podcast episode provides an overview of all nine stages. This includes insights into journey management and orchestration, crucial elements for maintaining momentum and coherence throughout the transformation process. Swinscoe emphasizes that the conversation also addresses how leaders and their teams can practically begin implementing these principles.
“We talk about the 9-stage journey that organisations go through on the road to customer obsession, journey management and orchestration, why many organisations often stumble into the first stage, by accident, the non-negotiable output of consideration, the second stage of the journey, a brief overview of the other stages, and how a leader and their team should get started with all of this.”
The Role of Commitment in CX Maturity
Adrian Swinscoe further highlights a specific segment from the podcast where Raymond Gerber elaborates on the critical role of commitment. As Adrian Swinscoe points out, Gerber explains the meaning of commitment within the context of an organization’s pursuit of customer obsession.
“Check out the clip below, where Ray explains why commitment (and what that means) plays a huge part in an organisation’s journey to customer obsession.”
This focus on commitment underscores that customer obsession is not merely a strategic initiative but requires deep-seated dedication across all levels of an organization. Swinscoe’s reporting makes it clear that Gerber’s framework offers a structured approach for executives looking to mature their CX initiatives and drive genuine customer-centricity throughout their enterprise.
📝 About This Content
This article is based on insights shared by Adrian Swinscoe on LinkedIn.
📅 Originally posted on March 14, 2026 | View original post on LinkedIn →