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Executing A Successful CX ProgramAction and Tracking
The most important part of any CX program are the results. A results-driven CX program is guaranteed to improve the entire customer experience while increasing the company’s bottom line. By creating a culture of accountability and awareness, you can ensure action is taken on all the insights you discover.
Far too often, analytics and data functions find amazing insights and throw them over the fence to their respective business function only to see little to no change. In fact, sometimes these groups don’t even know where to take their insights. This is where a CX program differs. Not only does the program team uncover and disseminate insights throughout the company, but they ensure action is taken on those insights. This is why it is crucial that CX teams understand the business functions that are best suited to act on the insights they uncover. Knowing who can act on an insight will greatly increase the speed at which insights are used to improve the customer experience.
When building a CX program, this step can prove to be the most difficult. The CX team is highly dependent on other teams to take action, an action that is sometimes outside their current scope. Depending on how your CX program is set up within the organization, you may not always have the attention of every business function. This is where the quantification that was done during analysis can greatly benefit. If a business function is reluctant to act on the insights provided, take a look at their roadmap and quantify the items in terms of customer frustrations. If more customers are frustrated with the items on their roadmap, your insight goes to the bottom of the list; however, if an insight is the most prominent customer issue that should be communicated. That information may allow the business function to go to their leadership and re-prioritize their work. If that still doesn’t get the business function to prioritize your insight there may be a bigger problem at your company: the customer is not being put first. If you have an executive sponsor, this would be a good opportunity for them to get involved.
Initially, getting different business functions to buy into your CX program will be challenging. Start with the insights that require minor customer experience changes but can provide big results. This is a sure-fire way to gain trust for your new business program. Additionally, after every successful customer experience improvement, praise the business function that executed the improvement. Giving a team credit when the eyes of the company are on them, will help your CX team earn respect.
It's important to understand that the CX team won’t be able to get results from every insight right away, and that's okay. Creating a running list of insights that are broken out by customer touchpoints or business function, and it's value to the company, can be helpful. Keeping a record will help the entire company keep tabs on the ever-evolving customer experience your company is building.
A well-executed CX program focuses on collaboration and activating solutions with clear owners. In order to be successful, it must get the involvement of multiple business functions throughout a company. As you continually work with multiple teams, never lose sight of what the goal is: the customer.