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Executing A Successful CX ProgramReporting
Delivering CX insights is a critical step of 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 work, while others only need excel spreadsheets. Regardless of the format, organizing your work and telling a cohesive story is crucial when delivering insights.
Your customers go through a multitude of experiences, and they have talked about every single one of them. This means you probably have insights into every single experience. In order to ensure company-wide adoption of the program and the insights therein, it is best to group the insights by a subject or theme. These groupings can be based on a business function, experience, product, service, season, membership, or any customer demographic. 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 the CX reports, try to limit the number of insights to 6-8. When too many insights are included in a single report, employees 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 you know they are already familiar with - 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, you can slowly start providing them with insights that don’t align with their business plan.
Along with the insights, CX reports will need to have action items and KPI’s on how the insights should be measured. Most analytics functions are only responsible for gathering insights. But with a CX program, it's critical to provide insights AND identify who can take action on those insights in order to improve the customer experience. A CX program should not only be insights-driven but results-driven as well.
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, KPI measurement, and priority level.
Customer Verbatims – Give 6-8 customer verbatims with each insight. Remember, less is more when it comes to impactful insights!
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 executed from previous reports, celebrate them! This is where you give the proper business functions credit for their work.
The last objective of a CX program, in regards to reporting, is to distribute the report to as many people as possible. It's in the best interest of every employee to know what the voice of the customer is. You never know who is going to read the report and find the insights meaningful!