Customer experience (CX) is one of the fundamental axes in BRAINTRUST's operations. Not only because we are passionate about it, but also because we are convinced that the correct management of customer experience is an essential pillar of success for any company.
However, in our daily conversations with companies of all sizes and industries, we come across a number of CX improvement initiatives they have embarked on that are not yielding concrete results. These are CX projects that, after the initial stage of positive expectations, languish and/or the CEO eventually loses patience with them. Is this a failed or overrated CX strategy?
Our resounding answer is no, experience management is a key business driver and many brands are proving it. So what is going wrong in so many projects?
In our experience, the failure lies in the inability of companies to align their organization around experience improvement objectives. If this ambition is lacking from the outset, in our opinion it is more profitable to invest in other items rather than in CX.
Every organization is different. That is indisputable but as in BRAINTRUST we have more than 10 years dedicated to CX projects, in all types of industries and with all types of companies, we offer you a review of what steps to take into account for the optimal development of CX projects:
- Be clear about what we want CX management to bring to the business.
It is the prerequisite in any CX project we undertake. This means having described what we want to achieve by improving our customers' experience and how much we are willing to invest in it. Implementing a project of this type just because it is fashionable or because we have heard that the competition is doing it is a waste of resources.
Improving the experience is also an exercise in choosing what to improve. It is impossible to be the best in the market in everything. That said, which aspects of the experience do we want to differentiate? Which ones will allow us to be remembered and recommended as a brand? Which ones can we act with the defined budget?
- Understanding and prioritizing the customer
The next step is always to understand the customer. This means not only knowing their needs and expectations, but also identifying and prioritizing the most relevant touch points. This process must be continuous and adaptive, as customer expectations change with time and market trends.
- Development of a Shared Vision
Next, it is necessary to develop a shared vision around the customer experience, with objectives and participation in CX improvement proposals.
Objectives must be clear, specific and effectively communicated to all members of the organization, regardless of their level or department.
Many CX initiatives fail because each department goes its own way (the famous "organizational silos") and the lack of coherence towards the customer that this causes is detrimental to the customer experience.
- Education and Training
Training is essential to equip members of the organization with the skills and tools needed to implement that shared vision. Training programs must be continuous and adaptive, considering changing customer needs and market trends.
- Measurement and Continuous Evaluation
Measurement and evaluation are essential to determine the effectiveness of customer experience improvement initiatives. These metrics may include customer satisfaction, customer loyalty, and customer retention rate.
- Recognition and Celebration of Success
Finally, it is essential to recognize and celebrate successes, both small and large, to maintain team motivation. This can also help foster a culture of CX improvement in the organization.
Now that we know the steps to follow and based on our experience, these are the three most common mistakes to avoid when it comes to customer experience:
First, do not involve everyone in the organization in the customer experience improvement process. This initiative should be a priority for the entire organization, not just one department or level.
Another mistake is not measuring or continually evaluating the effectiveness of initiatives. Without these metrics, it is difficult to determine if strategies are working or if they need to be modified.
Finally, failing to recognize and celebrate successes can demotivate the team and decrease their commitment to improving the customer experience.
In conclusion, to achieve effective results, it is critical that CX improvement projects focus on aligning the entire organization around improvement objectives. The aforementioned steps are fundamental to achieve a successful implementation and allow companies to take full advantage of the potential of customer experience management, providing differentiated value to their customers and positioning themselves as leaders in their industry.
Photo by Jason Goodman on Unsplash
