In a recent LinkedIn post, Jim Tincher, CCXP highlights a critical disconnect he observed when surveying C-suite executives about their priorities. Despite a universal focus on growth, the explicit connection to customer experience (CX) was conspicuously absent in their responses, suggesting a misalignment in how CX is perceived and valued at the highest levels of business.
Tincher, CCXP shared his findings from a survey of 34 C-suite executives, where the primary accountability declared by every single respondent was growth. However, when asked about the drivers of that growth, only one executive explicitly mentioned customer experience. This led Tincher, CCXP to a significant conclusion about executive mindsets.
“Every one of them said growth. Then I asked what would get them there. One of them mentioned customer experience. One.”
This observation, Tincher, CCXP clarifies, does not stem from indifference towards customers. Instead, he suggests that while executives discuss customers throughout their strategic planning, they fail to frame these discussions through the lens of customer experience as a direct contributor to their core accountability: growth.
The Missing Link: Connecting CX to Executive Accountability
Tincher, CCXP delves into the five priorities that made the C-suite executives’ lists and points out what is fundamentally missing from all of them. The core issue, as he articulates it, is not a lack of customer focus, but a failure to integrate CX into the measurable outcomes that C-suite leaders are held accountable for.
His analysis emphasizes that the challenge lies in bridging the gap between the operational reality of customer interactions and the strategic language of executive performance. As Jim Tincher, CCXP argues, CEOs are already concerned with customers; the crucial step is demonstrating how CX initiatives directly impact the growth metrics they are responsible for.
“They talked about customers all the way through. They just didn’t see CX as a part of that conversation.”
Tincher Truth #4: Aligning CX with Growth Outcomes
The central thesis of Tincher, CCXP’s post is encapsulated in what he terms “Tincher Truth #4.” This truth states that executive leaders are not inherently dismissive of customers, but rather they do not perceive the direct link between customer experience efforts and the tangible business outcomes they are measured against.
According to Jim Tincher, CCXP, the solution involves reframing CX not as a standalone initiative, but as a powerful engine for achieving the growth that is already a top priority. This requires a strategic communication approach that translates CX benefits into the language of revenue, market share, and profitability.
“Your CEO already cares about customers. They just don’t see CX connecting to the outcomes they’re accountable for.”
By highlighting this critical disconnect, Jim Tincher, CCXP provides valuable insights for customer experience professionals seeking to gain executive buy-in. The implication is clear: to elevate CX within an organization, practitioners must skillfully articulate its direct contribution to the growth agenda that already preoccupies C-suite leaders.
The full breakdown of these priorities and the missing elements, as discussed by Tincher, CCXP, is available in his accompanying video, offering a deeper dive into this crucial business dynamic.
📝 About This Content
This article is based on insights shared by Jim Tincher, CCXP on LinkedIn.
📅 Originally posted on September 3, 2026 | View original post on LinkedIn →