A Step-By-Step Guide to Building a CX Program

Working with the Business

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Building a CX Program Foundation Working with the Business

The CX team - and how they work with the business - is a critical component of a successful CX program. A CX team needs to build relationships and work with every business function that impacts the customer experience. Understanding what the company is focused on can help the CX team know what to be listening for, which in turn will give them the ability to empower the company with better insights. The CX team should be working with business functions to learn their roadmaps, initiatives, terminology, concerns, struggles, and expectations as they relate to the customer experience. This will allow them to identify ways to improve the customer experience, specifically within those functions.

Launching a new membership program? Releasing new products or UX? Offering free shipping? Ensure the CX team is aware of these programs so they are able to listen and provide meaningful insights on the day of launch.

Learn the language and nomenclature your company uses and analyze it to see how it aligns with your customers. Often times you will find the language a company uses is not the language customer’s use, leading to confusion. Try to understand the terms and phrases customers use to describe your products, services, and experiences.

For example, Nike releases a black and white pair of Jordan 11 sneakers, but rather than calling them Jordan 11’s or AJ 11’s, customers call them ‘Oreo’s’. Understanding the customer's language empowers teams to better speak to the customer and improve their experience.

It's in the best interest of a company for everyone to know the experiences customers are having. A team cannot be held accountable for what it doesn’t know. Start with the teams that directly affect the customer experience in order to have the greatest impact. Those teams include:

  • Digital
    • Marketing
    • Landing Page
    • Search
    • PDP
    • Content
    • Checkout
    • App
  • Marketing
  • Pricing
  • UX/UI
  • Product
  • Service
  • Sales
  • Operations
  • Logistics
  • Brand
  • Strategy
  • Events
  • Public Relations
  • Contact Center
  • HR

The teams listed above are the teams the CX team should be focused on working with initially. While working with those teams some questions they should be asking:

  • What part of the customer experience are these teams impacting?
  • What data do those teams use today to make decisions?
  • How will Customer Experience insights align with their current work?
    • What are customers currently saying about the experience these teams own?
    • What are customers not mentioning? Is more information needed?

Be sure to reassure the business functions that the CX team is there to help make their jobs easier by empowering them with the voice of the customer. How stakeholders receive CX insights is crucial - some stakeholders take offense to the idea that they don’t know their customers, while others embrace new insight. The key is confirming what they already know while enlightening them on what they don’t.

Building a CX program is about finding those who want to learn how customers truly feel with the intention of improving their experience. A company without a CX program is forfeiting a premium customer experience and significant revenue.

Customers are always voicing their opinions and issues, the question is not only are you listening, but what actions are you taking?

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