Customer experience (CX) is one of the cornerstones of BRAINTRUST's operations. Not only because we are passionate about it, but also because we are convinced that proper customer experience management is an essential pillar of success for any company.
However, in our daily conversations with companies of all sizes and sectors, we encounter a significant number of CX improvement initiatives that have been launched but are not yielding concrete results. These are CX projects that, after the initial stage of positive expectations, languish and/or the CEO ends up losing patience with them. Are we facing a failed or overrated CX strategy?
Our emphatic answer is no. Experience management is a key factor for business, and many brands are proving it. So what is going wrong in so many projects?
In our experience, the problem lies in companies' inability to align their organization around goals for improving the customer experience. If this ambition is lacking from the outset, we believe it is more profitable to invest in other areas rather than CX.
Every organization is different. That is indisputable, but since BRAINTRUST has been dedicated to CX projects for more than 10 years, in all types of industries and with all types of companies, we offer you an overview of the steps to take into account for the optimal development of CX projects:
- Be clear about what we want CX management to contribute to the business
This is a prerequisite for any CX project we undertake. This means describing what we want to achieve by improving our customers' experience and how much we are willing to invest in it. Launching a project of this type just because it is fashionable or because we have heard that our competitors are doing it is a waste of resources.
Improving the experience is also an exercise in choosing what we need to improve. It is impossible to be the best in the market in everything, so what aspects of the experience do we want to make stand out? Which ones will allow us to be remembered and recommended as a brand? Which ones can we implement 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 touchpoints. This process must be continuous and adaptive, as customer expectations change over time and with market trends.
- Developing 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 works independently (the famous "organizational silos") and the resulting lack of consistency in customer service negatively impacts the experience.
- Education and Training
Training is essential to equip members of the organization with the skills and tools necessary to implement that shared vision. Training programs must be continuous and adaptive, taking into account changing customer needs and market trends.
- Continuous Measurement and Evaluation
Measurement and evaluation are essential to determining the effectiveness of customer experience improvement initiatives. These metrics may include customer satisfaction, customer loyalty, and customer retention rate.
- Recognition and Celebration of Successes
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 within 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, not involving all members of the organization in the process of improving the customer experience. This initiative should be a priority for the entire organization, not just one department or level.
Another mistake is not continuously measuring or evaluating the effectiveness of initiatives. Without these metrics, it is difficult to determine whether strategies are working or need to be modified.
Finally, failing to recognize and celebrate successes can demotivate the team and diminish their commitment to improving the customer experience.
In conclusion, to achieve effective results, it is essential that CX improvement projects focus on aligning the entire organization around improvement objectives. The steps mentioned above are fundamental to successful implementation and enable companies to maximize 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
