How To Get C-Suite Buy-in on Your Customer Experience Initiatives: CMSWire

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Another great article from Phil Britt at CMSWire, with excellent input from Jon Picoult of Watermark Consulting. Thank you Phil for my opportunity to contribute.

https://www.cmswire.com/customer-experience/how-to-get-c-suite-buy-in-on-your-customer-experience-initiatives/

Ultimately, the best demonstration of a successful CX strategy is showing improved customer acquisition and retention rates; improved share of wallet for specific markets or customers; incremental revenue; and even margin.

The first step is to show operational improvements in areas such as:

  1. Effort: Is doing business with us easier?
  2. Deployment: Are product implementations (or new product introductions) and updates faster and more effective?
  3. Relationship: Can we be better counted on as a trusted partner?
  4. Issue Resolution: When things go wrong, do we correct the situation more effectively and faster?
  5. Transactions: Are we increasingly straightforward, efficient, and transparent when we transact with you?
  6. Product Quality: Do we do a better job delivering the product you expected?
  7. Value: Are we doing better in helping you achieve your desired outcomes?
  8. Renewal: Are you more likely to buy from us again?
  9. Reference-ability: Are you more likely to recommend us to someone else?
  10. Engagement: Are we improving in how we adapt to your style of interaction and transaction?

I’m a believer of focusing on continuous improvement in any and all of the above, versus setting specific, arbitrary values as goals.

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Even the most robust Voice of the Customer programs often lack the sophistication needed to consolidate and analyze customer input for a cohesive company-wide view. Worse yet, we see that most companies build programs that fail to apply this feedback as the impetus for transformation.

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Under the best of circumstances, I’m a bit of a grinch but this has been an undeniably brutal year for humans and Earth. That said, there are things I feel good about as we slide into the last days of 2021. My family is healthy, business has been great, and I have encountered remarkable leaders and innovation that are truly furthering the state of CX. Yes, CX is that important. It affects everyone of us as consumers, patients, students, caregivers, citizens, professionals, customers, parents, and friends.

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