Can you feel that in the air? That great sense of happiness and relief after the great build up of anticipation for that one day marked on everyone’s calendars? Finally checking off the only thing that mattered on each person’s wish list?

No, I’m not talking about the passing Holiday season. I am talking about the release of Star Wars: The Force Awakens, the latest (and record-breaking) installment of the Star Wars franchise. Not only did fans line up to see the new movie in droves, but gave a reason to all fans to re-watch the two trilogies that came before it. We were reminded of the many iconic quotes, but little did I know it was all about Customer Experience. What?!? That’s right!

Here are four of the most epic quotes from the space saga that has been teaching us about Customer Experience since 1977:

Star Wars 1

“Many of the truths we cling to depend greatly upon our own point of view.”

Obi-wan Kenobi, Episode VI: Return of the Jedi

Old Ben (Obi-wan) Kenobi knows that truly great customer experience starts with a fundamental mind shift of an organization: from an “inside-out” to an “outside-in” perspective. This includes making key business decisions and prioritization of key resources with the customer in mind – what’s best for the customer vs. what’s best for the company. While it is not feasible to make every decision based on the customer, it is important that their point of view is considered and the appropriate questions are asked.

Star Wars 2

“Do or Do Not. There is no try.”

Yoda, Episode V: The Empire Strikes Back

A true classic. And just as Master Yoda states, there is no “trying” at Customer Experience. If an organization half-heartedly attempts to make changes in the name of Customer Experience, this can actually lead to negative experiences through confusion and inconsistency. This is true for both of your customers, external and internal (employees). To ensure that you are “doing”, and not “trying”, it is important to know exactly where you are going and how to get there. Do this by defining your organization’s “north star” and the steps required to get there through a Customer Experience (CX) roadmap.

Star Wars_3

“If you will not fight, then you will meet your destiny.”

– Darth Vader, Episode VI: Return of the Jedi

Darth Vader might be the ultimate villain, but he’s not wrong. There are a number of studies showing a correlation between the success of organizations that focus on customer experience, specifically empathy for their customers. In putting together the 2014 Customer Experience Index (CXi), Forrester used 15 years of customer experience research to create a framework that outlines 40 essential practices across six disciplines: Strategy, Customer understanding, Design, Measurement, Governance, Culture. The CXi found that the companies identified as “leaders” had a cumulative 43% gain in performance over a six-year period (2007 to 2012), compared with a 14.5% increase for the S&P 500 Index, and a 33.9% decrease for a portfolio of customer experience lagards.

Another study reported on by Harvard Business Review from Lady Geek (a consultancy based in London), demonstrated a direct link between empathy and business success. In putting together the “Lady Geek Empathy Index,” they found that the Top 10 companies in the index increased in value more than twice as much as the bottom 10 and generated 50% more earnings. The list includes companies such as Microsoft, Facebook, Tesla Motors, and Apple.

Bottom line: Businesses that adopt a customer-centric culture and mindset are more successful long-term than those who do not.

Star Wars 3

“Great, kid. Don’t get cocky.”

– Han Solo, Episode IV: A New Hope

You’ve decided to become a “customer-centric” organization, making customer experience not just a buzzword, but a mantra within your organization. Congrats! You’ve even put together personas, journey maps, and metrics. That’s awesome! Guess what, Han Solo is right. While this is extremely exciting and should be celebrated, customer experience is not a destination. It is truly a journey. And one that requires continuous improvement. As an organization, you must use metrics to validate your overall CX roadmap and your journey towards that “north star” knowing that the journey is not going to be a straight line, but rather, a winding and unpredictable path. Ensuring you have the tools and mindset needed to continually improve the customer experience is a must. Customer experience is not a one-time win, but something you have to tweak and make improvements on to remain great.