“How do you report CX insights to ensure company-wide adoption?” This is a great question and there is no single answer that fits for every company; however, there are some guidelines and strategies everyone can use as they transform their company into one that is focused on CX.
Delivering insights is a crucial step for a CX program. For most programs, this will be the first time the broader company gets a chance to see all the amazing work you have accomplished. Every company has a different preference on how to deliver data and insights. Some companies require high-quality agency level work, while others only need to excel spreadsheets. Regardless of the format, delivering insights, organizing your work and telling a cohesive story is crucial.
Your customers go through a multitude of experiences, and they have talked about them all. This means you probably have insights on every single one of their experiences. In order to ensure company-wide adoption of the CX program’s insights, it is best to group the insights by a subject, theme, or owner. These groupings can be based on business function, experience, products, services, season, membership, or any customer demographic data you have. The goal is to make the report concise and easy to understand. Executives are more likely to read your reports if it can be digested quickly.
When building CX reports, try to limit the number of insights to 6-8 per theme. When too many insights are included in a single report, recipients tend to get insight fatigue. Focus on the most impactful insights that will garner the most attention.
When reporting insights, you may run into a team that is reluctant to accept your findings. In these cases, it is best to provide these teams with insights that are familiar to them – even going so far as to give them insights they already know. This will get them to buy in on what you are uncovering. Once you have established a rapport, then you can slowly start providing them with insights that don’t align with their business plan.
Along with insights, CX reports will need to have action items that coincide with specific KPI’s. Most analytics functions are only responsible for gathering insights. In regard to a CX program, however, you are tasked with not only gathering insights but identifying who can take action on them in order to improve the customer experience. A CX program should not only be insights-driven, but results driven.
The CX reports should include the following
- Title – What is the focus of this report? Provide a high-level theme or subject.
- List – List the insights, current status, teams impacted, measurement KPI, and priority level. Remember, less is more when it comes to impactful insights!
- Customer Verbatims – Give 2-3 customer verbatims for each insight. Customer verbatims make the experience more real to recipients.
- Details – Go into detail of each insight showing more customer verbatims, the insight(s) identified, and the actions that will be taken. This is a good place to display any graphs or charts.
- Wins – If there are any customer experience improvements that have been actioned on from previous reports be sure to celebrate them! This is where you give the proper business functions credit for their work.
The last objective of a CX program, in relating to reporting, is to distribute the report to as many people as possible. It’s in the best interest of every employee to know and understand the voice of the customer. You never know who is going to read the report and find the insights meaningful!