Here are a set of fundamental truths about customer experience operations. These are what Temkin deems as the “Six Laws of Customer Experience.”

  1. Every action creates a personal reaction. Ensure that experiences are designed for individuals, prioritize your customer segments, ensure you collect feedback from that segment, and empower your employees.
  1. People are instinctively self-centered. Don’t sell products or services, help your customers buy them by understanding their pain points. Shift your culture from self-centeredness to customer-centeredness.
  1. Customer familiarity breeds alignment. Broadly share customer insight you receive or collect, and talk openly about customer needs instead of personal preferences.
  1. Unengaged employees don’t create engaged customers. Do not under-spend on training; make it easy for employees to do the right thing, by communicating. Find ways to celebrate employee success and measure employee engagement. Your customer experience depends on your employee experience.
  1. Employees do what is measured, incented, and celebrated. Don’t expect employees to do the right thing: you need to clearly define “good behaviour.” Keep an eye out for mixed messages. Do not blame employees, fix the environment instead.
  1. You cannot fake it. Don’t hide behind other priorities, sometimes it’s better to have not started at all. Advertise to reinforce your message. If you’re not committed to customer experience, don’t bother acting like you are.


Source: Temkin, B. (2008). Six Laws of Customer Experience: The Fundemental Truths That Define How Organizations Treat People. Infographic PDF available at: