Why Customer Experience is Falling Off the C-Suite’s Priority List, According to Jim Tincher, CCXP

In a recent LinkedIn post, Jim Tincher, CCXP highlights a concerning trend: Customer Experience (CX) is increasingly absent from the priority lists of C-suite executives. Tincher, a recognized expert in customer experience, shared the findings from a survey he conducted with 34 C-suite leaders, revealing that CX did not make the cut for their immediate focus.

The Disconnect Between CX and Executive Priorities

Tincher’s post points to a significant disconnect between the perceived importance of CX and its actual placement on the executive agenda. He notes that while many organizations may still value customer feedback, the strategic focus has shifted. As Jim Tincher, CCXP states:

Yesterday: I asked 34 C-suite execs what’s on their priority list. CX didn’t make the docket.

This observation is critical for CX professionals who strive to embed customer-centricity into the core of business strategy. Tincher suggests that the traditional ways of advocating for CX may no longer be sufficient to capture the attention of top leadership.

Shifting Executive Focus: From What Customers Say to What They Do

A key insight shared by Tincher is the executive preference for observable actions over stated opinions. He articulates this shift with a clear statement:

Tincher Truth #2: Executives care less about what customers say. They focus on what customers do.

This perspective implies that data and evidence of customer behavior—such as purchasing patterns, churn rates, and engagement metrics—hold more weight in executive decision-making than survey results or general feedback. According to Jim Tincher, CCXP, framing CX initiatives around tangible actions and their direct impact on business outcomes is crucial for gaining executive buy-in.

The Challenge of Packaging CX for the Boardroom

Tincher’s post also touches upon the challenge of effectively communicating the value of CX in a way that resonates with C-suite leaders. He hints at the need for a strategic approach to presenting CX initiatives, suggesting that the way a case is packaged can determine its success or failure in landing with top executives.

While the original post directs readers to a video for further details on the five priorities and how to package CX cases, the core message is clear: CX advocates must adapt their strategies. Jim Tincher, CCXP emphasizes that understanding the executive mindset—which prioritizes action and measurable results—is paramount. By aligning CX efforts with these executive concerns, organizations can begin to bridge the gap and ensure that customer experience receives the strategic attention it deserves.

In essence, Jim Tincher, CCXP’s analysis serves as a call to action for CX professionals to refine their communication and advocacy strategies. By focusing on what customers *do* and demonstrating the direct business impact of CX improvements, leaders can make a more compelling case for its inclusion on the C-suite’s priority list.