Resetting the Customer Experience Function
In today's rapidly evolving business landscape, customer experience (CX) has become a critical differentiator for companies across industries. A recent study with CX leaders, CEOs, and frontline employees has highlighted the challenges and opportunities in establishing and optimizing CX programs.
Key Findings
The research uncovered three patterns that distinguish outperforming enterprises:
Shorter distance between boardroom decisions and customer impact
A shared organizational ambition around customer-centricity
The ability to reset and empower CX leaders with updated strategies
Let's delve deeper into how companies can hit the reset button on their CX function and create more powerful coalitions for success.
Execution Challenges
Customer Service Experience
One of the primary challenges is embedding customer service experience at every lifecycle stage, not just post-sales. This requires:
Establishing CRM records for all interactions
Implementing journey-based surveys with relevant questions
Designing portal pages for customer engagement
Utilizing AI and ChatGPT for informed next-best-action recommendations
Data Management
Effective data management is crucial for CX’s success. CX leaders must:
Centralize CX insights processes through the voice of customer platforms
Integrate survey data with other structured and unstructured data sources
Conduct statistical analysis to determine drivers and destroyers of outcomes
Design tactical and strategic activities based on insights
Technology Integration
To maximize CX value, organizations need to:
Better integrate journey maps into business planning and IT architecture
Enable collaborative planning and delivery processes
Utilize host software for sharing insights with IT stakeholders
Design Thinking
Incorporating design thinking methodologies into product, service, and experience delivery is essential. This involves:
Applying design thinking in cross-functional workstreams
Using service blueprints as critical aids for touchpoint redesign
Providing training on design thinking principles
The CEO's Role in CX Success
CEOs must rethink their support for CX programs and establish clear expectations for leadership and employees. This includes:
Reducing friction in key decisions
Empowering employees with the authority to act without excessive rules
Fostering a shared sense of accountability for customer experience
Integrating CX programs with IT and digital transformation initiatives
Supporting data-led strategies and voice of customer platform roll-outs
Conclusion
As customer expectations evolve, companies must be prepared to reset their CX functions and create more powerful coalitions. By addressing execution challenges, leveraging data and technology, and fostering a customer-centric culture, organizations can move from stagnant to stellar in their CX efforts. Successful CX is not about imitating best practices but creating strategic pathways tailored to your organization's unique needs and customer base. With the right approach and leadership support, companies can transform their CX programs and drive sustainable business growth.