It’s easy to view CX gaps as pitfalls signaling a disconnect between what your business offers and what your customers truly desire. However, instead of viewing these gaps as problems to be solved, leaders should approach them as a white space for continuous innovation and improvement. It’s about putting the customer first by listening to their feedback and keeping up with what they want and need.

“Seeing through blind spots is an essential step to designing and building what people really want—factoring in their perspective throughout the design process makes for more effective services, products and experiences, faster," said Taylor Standlee, Chief Marketing Officer, Stellar Elements

Tapping into CX opportunities can really boost your business. For example, it can:

• Tailor service plans with artificial intelligence (AI) to match each customer’s unique usage and preferences, boosting satisfaction and loyalty.

• Develop intuitive online banking platforms with enhanced security features to build trust in digital transactions.

• Personalize content recommendations in digital streaming platforms based on viewing history and preferences.

The result? Happier customers, more repeat business and loads of word-of-mouth referrals.

Of course, those are just a few of the countless possible examples. Every business has a different set of CX gaps—and each one opens an opportunity to get creative and innovate. The secret to success lies in understanding that white space and developing a tailored strategy to exploit it.

Finding your business’s next competitive edge

Have you ever wondered why some businesses just seem to get it? They turn CX gaps into gold mines by crafting experiences that not only meet but exceed customer expectations. Bob Skubic, design principal at Stellar Elements, put it plainly: “It’s not all about different ways to work faster or smarter; it’s about seizing the moment when opportunities arise.”

CX gaps aren’t just puzzles for the elite to figure out. They’re more like open secrets waiting for anyone to take action. “Companies get complacent, which creates a white space for others,” Skubic said. “Take Zoom, for example. They spotted an opportunity in the white space created in a world that suddenly went virtual because of the pandemic. They moved fast, filled the gap and the rest is history.”

Zoom’s story is a perfect example of a company that wasn’t just in the right place at the right time — it also highlighted the value of having the right approach to seize the moment. Since then, we’ve seen many other companies catch up and try to fill that same white space. But what comes next? Do they actively look for the next big opportunity or do they just add new features hoping something will stick?

So how do you find your competitive edge in the CX landscape? First, it’s time to ditch cookie-cutter solutions. “What’s unique is how companies exploit their CX white space,” Skubic noted. “You’ve got to dig deep, understand what your customers are really trying to achieve with your product or service, and then tailor your strategy to meet those needs. It’s not a one-and-done deal; it demands continuous engagement, asking the right questions and being ready to pivot when the market shifts.”

Innovation and technology are your key allies in this journey. “They both have a huge role, but they have to be executed in line with a clear strategy based on the understanding of the customer,” Skubic advised. “One area where we’re seeing a lot of innovation is using technology to augment one-to-one relationships with the customer. Technology has finally caught up to be able to manage relationships and cluster them by behaviors. Then, with human assistance, we can create hyper-personalized experiences.”

Everything comes together when you can truly understand your customers’ unmet needs and use your strategy, data and market knowledge to create something that truly solves the problem your customers came to you with. If you put in the hard work, the options to innovate become clearer and more actionable, not to mention a lot less dependent on luck.

Turning customer feedback into CX breakthroughs

There’s no better way to turn your CX gaps into opportunities than by asking those who matter most — your customers. “Customer feedback helps you measure your knowledge gap — the gap between what you think about the CX you offer and what your customers think about it. It’s a key aspect of CX debt,” said Nick Vrana, global director of AI platforms at Stellar Elements.

Harnessing customer feedback isn’t just about catching the highs and lows. It’s about transforming CX from good to exceptional. “General feedback can help you understand the really glaring pain points or when someone was truly happy,” Skubic said. “But if you are constantly talking to customers and have a clear vision of your customers’ needs and pain points, you can leverage the feedback you get to look for key triggers that will signal opportunities.”

Imagine customer feedback as a compass, guiding you through the murky waters of CX to uncover the hidden treasures that can add enormous value to your business. These are the CX gaps that are ripe for innovation. It is not about passively waiting for feedback but actively seeking it out by engaging in meaningful conversations that reveal what your customers crave, fear and value most.

The relentless pursuit of customer insights doesn’t just highlight problems. It lights up a path forward. “Constant feedback will ensure you’re prepared for when something changes, and if your strategy and mapping are sound, you should have a clear vision for adapting quickly,” Skubic said. “But collecting and acting on feedback needs to be cultural. It needs to be an integral part of the process. Too often we think we know what our customers want, and that same gap we see in perception is probably the percentage where we don’t get actual feedback, but instead rely on assumptions.”

In a world where customer expectations are ever-evolving, capitalizing on the hidden opportunities in your CX gaps is essential for sustained business growth. This isn’t about patching up with quick fixes, but about completely rethinking the way you approach customer experience. Are you ready to turn your CX gaps into your next big breakthrough? Take our diagnostic assessment here.