At Cortico-X, we proudly identify ourselves as “experience activists.” This philosophy is central to our identity and guides everything we do. Being so core to our belief system, I wanted to explain what this term means to us and why it is crucial for the future of customer and employee experiences.
Defining Experience Activism
An experience activist is someone who passionately advocates for elevating everyday human experiences, believing that what’s best for people is ultimately best for organizations. This approach isn’t merely about providing good customer service or improving user interfaces—though these are important aspects. It’s about fundamentally rethinking how we interact with and value every individual within the larger system.
The Right to Experience
The core principle behind experience activism is the “right to experience.” This concept is rooted in the belief that everyone deserves to be treated with respect and dignity, regardless of their background, socioeconomic status, or other factors. At Cortico-X, we believe that systems designed with this principle in mind will:
- Listen Actively: Truly understanding and addressing individual needs.
- Respect Time: Ensuring processes are efficient and considerate of people’s time.
- Adapt Individually: Providing personalized experiences that cater to unique circumstances.
- Commit to Well-being: Prioritizing the health and happiness of individuals.
However, recent findings from the 2024 Forrester CX Index highlight a sobering reality. For the third consecutive year, the quality of customer experience (CX) has declined across the U.S., impacting over half of the 221 brands surveyed. This trend is alarming for businesses striving to meet ever-growing consumer expectations in a challenging economic climate.
“ An experience activist is someone who passionately advocates for elevating everyday human experiences, believing that what’s best for people is ultimately best for organizations. ”
From Personal Insight to Professional Mission
My journey toward becoming an experience activist began early in my career. I often felt frustrated when organizations failed to understand my needs as a customer. This personal dissatisfaction grew into a professional mission: to help businesses realize the value of good experience and to treat people better. This is what ultimately led me to take the leadership position at Cortico-X.
Experience Activism Unites The Cortico-X Family
Many professionals join us at Cortico-X because they see the potential to make a real difference. They come from prestigious positions, driven by the desire to focus solely on improving experiences. For instance, our team includes former chief experience officers from major corporations and leaders from consulting firms who have left their comfortable roles to join our cause. They are drawn to our laser focus on the customer and our commitment to making experience the central agenda.
Experience Activism in Action
Experience activists are change agents. We demand good experiences for ourselves and for humanity, believing that this is not just a professional obligation but a moral one. We see our role as bridging the gap between business goals and human needs, ensuring that the drive for profit does not overshadow the imperative to respect and uplift individuals.
Sustainable and Impactful Change
Our approach is sustainable; we aim to create lasting change without undermining the businesses we work with. From experience, we know that embedding human-centric values in business practices not only enhances customer satisfaction but also drives long-term profitability and sustainability.
Quantifying the Value of Experience Activism
Statistics show that focusing on customer experience significantly impacts business outcomes. Companies that succeed in delivering exceptional customer experiences report an 80% increase in revenue. Additionally, customer-centric companies report profits that are 60% higher than those that do not focus on customer experience, further highlighting the profitability of customer-centric strategies.
Additionally, businesses that improve their customer experience see a 42% increase in customer retention, a 33% improvement in customer satisfaction, and a 32% increase in cross-selling and upselling opportunities. These figures from various sources including Forbes and Salesforce emphasize the tangible benefits of being an experience activist, demonstrating how a focus on customer experience can drive revenue growth, enhance profitability, and meet consumer expectations.
Become an Experience Activist
At Cortico-X, we are dedicated to leading the way in experience activism, but we cannot do it alone. We invite you to join our mission. Be an experience activist in your company. Lead the way in championing exceptional customer experiences and help us realize the vision of a world where businesses thrive by putting people first.
Together, we can create lasting, impactful change that benefits both individuals and organizations. Join us in elevating everyday human experiences and driving sustainable growth. Let’s make a difference, one experience at a time.
Sujay Saha
is the Founder & President of Cortico-X. With over two decades of leadership experience, Sujay helps senior leaders across industries drive customer focus as a differentiator and growth engine.
