CX acceleration
Customer experience has been on top of the strategic agenda for a long time and lots of effort has been made, yet most companies are stuck at low or mid-levels in their own CX maturity journey. One main root cause is the inability to connect CX with bottom line results. If that connection can be made you will accelerate your CX program.
Most companies use surveys as their only or primary method for managing their CX workstream – and as stated, most fail, regardless if they use concepts such as of NPS economics and so on. There are many reasons for why this isn’t working. So, what then is needed for CX to speak the language of CFOs?
Better listening tools – deployed better
Survey spamming across the board on every touchpoint with increasing survey fatigue and low response rates makes foundational data skewed and sparse. Instead, CX leaders are tapping into the wealth of unstructured data aided by AI fuelled conversational analytics increasing data volumes, granularity and actionability many times over.
Analytical intention
Don’t just measure satisfaction or NPS or something similar and then think about maybe monetizing it. Set up a robust CX metric framework and connect experience-, behavioural- and process data and get to know where your CX effort gives you the most bang for the buck.
Big and small data Connectivity
High level analysis such as “our promotors spend more” is a start, but much more is needed. Data needs to be broken down on customer journeys level meaning that you stretch your current touchpoint measurements and monitoring over time to see what interactions and journeys leads to what business result.
If you do this, all reports and downstream analysis will be translatable into cost or revenue, and you can help your company to choose – because everything is about choice as the 2nd primary obstacle for CX acceleration are “competing priorities” and furthermore it brings 3 other things that are vital to CX programmes C level attention and support, built in RoI model for any CX initiative enabling more efficient and faster piloting.