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Friday 22 December 2017

Coming in from the cold:
Chilling truths about CX transformation

#1: Employee first, customer second

In any CX transformation, you will hear about the importance of putting the customer first. But, make no mistake: there is no way to deliver outstanding CX without engaged employees, united around a clear purpose, shared values, and aligned capabilities. There is a proven correlation between employee experience and customer experience.

So, take care of your employees first, so that they will know how to take care of your customers.

Don’t know where to start? Start with finding your why.

#2: CX as a brand signature

By trying to be all things to all people, you become nothing to anyone. That’s why good brands have the courage to stand for something.

Fixing pain points through isolated actions only goes halfway towards improving your CX. To elevate your experience to the brand level, you need to build a compelling brand with strong and authentic shared values and CX principles.

Then, and only then, will you become an experience-driven company, able to differentiate yourself with your brand experience and benefit from the full extent of the exponential growth generated by CX transformation.

#3: Measure, Measure, Measure & Repeat.

Taking actions is vain without systematic measures and follow up. For every action taken, you needto make sure of and understand its impact for the customer. Use whichever metrics are relevant to your company goal and to your “why” statement. Even though Net Promoter Score (NPS) seems to be a universal customer metric, creating your own metrics, such as a happiness index, or a love score, or whichever is most relevant to your context, might be the best way to go.

#4: Go beyond CXJM

Customer Experience Journey Mapping is a great tool to create and share understanding and insight about your customer experience. However, it can quickly turn out to be extremely complicated and overwhelming when you tend to be exhaustive. There are simply too many different journeys. Use Customer Experience Journey Mapping not for its own sake, but as a tool to create value. Always bear in mind that what matters in the end is not beautifully designed maps but a list of identified pain points upon which to act.

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