Customer experience (CX) has become one of the most critical transformation paths for business. The CXO title is also one of the fastest-growing executive leadership positions I've seen in the last five years, which is a welcomed trend. For every company, the ability to step back and reevaluate your digital experience takes both courage and humility. Two traits that merge to both challenge "the way it has always been done" and the difficult, and often humbling, experience that always occurs when you honestly view your own digital experiences through the customer's perspective.
Unfortunately, this process can often be painful, resulting in a malady of sorts that permeates many organizations: Search Denial (SD).
The first thing to recognize about SD is that it is paradoxical. We, as companies and brands, have spent the last twenty years optimizing our content, brands, data, and digital information to hopefully show up in the search results of a consumer's journey.
And yet, the moment we show up in those results, what do we all do? We drop the customer onto a website with no search or a terrible search experience.
If virtually every single customer that arrives at your site or digital experience got there via search, why do we then assume that they don't want to continue their journey with search?
And therein lies Search Denial.
The paradox is that most organizations spend a drastic amount of time and resources to show up in search and almost no time powering search on their own digital experiences.
How do you know if you're plagued by this affliction? Let's run through the four common stages that make up the path from denial to enlightenment.