There’s No Three-peat in Customer Experience, But You Can Still Build A Winning CEM Team

By: Lisa Sigler

June 3, 2014

Customer Engagement
customer experience
Customer Feedback


15 wins and 67 losses in 2008.

66 wins and 16 losses in 2013.

In just a few years, the Miami Heat basketball team was able to basically reverse their win and loss columns. They also won two NBA championships along the way, with a chance for a third. How did they do it? They built a winning organization.

With the goal of winning the championship in mind, the Heat attracted LeBron James and Chris Bosh to join Dwyane Wade to create the so-called “Big Three” in 2010. Good players weren’t a miracle cure, however. They also had to draw up new plays, and figure out the roles of each player in the new roster. More than anything, it required patience and trust to achieve phenomenal success.

Being successful in intelligent Customer Experience Management follows a similar formula. First you must assemble the right team of people. Then, you must empower them to pursue their goal by providing the right solutions for listening to customers and acting on their feedback. New processes should be put in place throughout the organization to weave customer insights into every operational area. Above all, you must trust in your progress, and show patience as you evolve into a truly customer-centric organization.

Later this week, the Heat will play in their fourth Finals in four years, in pursuit of their third straight championship title (the much-coveted “threepeat”).  I’d call that a winning organization.  If you are interested in winning the Customer Experience championship not just this year, but for years to come (“Not one, not two, not three…”), I invite you to check out Clarabridge’s step-by-step guide to embracing CEM, “Building a Customer Experience-Focused Organization.” We might not know basketball, but we know what it takes to be winners in customer experience.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.