by Larry Mead, Kate Kompelien and Kurt Schroeder
As with any organizational investment, Customer Experience programs must provide a return on investment. With that in mind, it is important for leaders to do everything within their power to make the most out of their CX programs.
Here are just a few strategies you can leverage to maximize the effectiveness of your CX program.
Focus on the Customer
When developing your CX strategy, it is important to remember why you’re creating one–your customers. Far too often, the customer’s best interests or needs take a back seat to sales quotas, profits or outdated policies. Failing to focus on the customer can lead to the ultimate failure of your efforts. Additionally, if you’re competing in a commoditized landscape a customer-centric approach can make all the difference.
It starts with mapping your customers’ journey to understand the paths they take to interact with you and identifying any roadblocks or frustrations they may encounter. Conducting regular surveys to develop a thorough understanding of your customers’ perception of your brand will help you adjust your efforts. Finally, developing customer-first policies and encouraging a customer-centric culture at all levels of your organization will get you off to the right start.
Beyond just building your CX initiatives on a solid foundation here are some ways to get the most out of your program:
Set Realistic CX Strategy Goals
With an unlimited budget, staff and time, any organization could create a CX strategy and process that pleases the masses. Unfortunately, few organizations have unlimited time or money to devote to CX, especially in the beginning stages of a program’s creation.
Without the luxury of an infinite budget or army of CX experts, it is important to set realistic, and achievable, goals whenever creating a new CX strategy or process. Focus on solving a single problem or creating a new feature or function you know your customers will value. Set specific key performance indicators (KPIs), and a time frame for tracking those KPIs to gauge the success of the initiative.
Then take what you learned from the goal-setting process and use it to build the next version of the strategy. Soon enough, the small improvements in your CX delivery will snowball into larger, more far-reaching success.
Far too often, CX leaders feel the need to change the world right out of the gate. In reality, more focused steps are often the ones that achieve the most success and have the most positive–and immediate–impact on customers and employees.
Your employees form the backbone of your CX program. Without well trained, well-equipped employees executing your CX practices, all planning and effort is for naught. It is vital to empower every employee – with the understanding that they play a crucial role in attracting and retaining customers by supporting the organization’s CX delivery.
- Give your staff the tools they need to succeed, including technology and training, as well as self-service tools and one-on-one support.
- Make it easy for teams to collaborate, and for various departments to work together to resolve issues or plan for the future.
- Reward employees for sharing ideas and opinions.
By empowering your employees, you increase the chances of enterprise-wide policy adoption and buy-in to the entirety of your CX program.
Optimize Your Technology
Technology plays a key role in the execution and management of a CX program. From your contact center solution to your CRM platform, innovative cx technologies make it possible to deliver exceptional experiences to customers and track the effectiveness of your CX program.
- Conduct a review of your current technology ecosystem to identify weak points or gaps.
- Address any obvious deficiencies.
- Explore cross-platform integrations to streamline processes.
- Ensure your solutions are up-to-date and customized to your unique needs.
Monitor and Adapt
Proactive monitoring is critical to the continued success of your CX efforts. Only by identifying key performance indicators and tracking them can you ensure the maximum impact of your CX program. Whether positive or negative, the insight gained by monitoring your CX efforts can be invaluable.
Identify the KPIs that mean the most to your organization.
- Implement policies to capture data.
- Track this data over time.
- Use the information to adjust your current efforts and inform future evolutions.
By implementing these strategies, you can make the most of your CX program.