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Customer Experience: maximizing growth

First, start with taking the CX/CS assessment (link/tool) and understand where your firm is strong and where the attention will need to be applied in your strategy formulation.  After the assessment, the following areas of a strategy should be developed:

1.   CX Planning

What should you do around your strategic approach?

Planning should include setting your CX Vision & Strategy, CX Governance, conducting a CX Touchpoint Analysis and CX Capabilities Assessment.

Tasks include:

CX Vision & Strategy: Client Experience (CX) Design should begin with a clear vision that is linked to the brand promise of the organization. Vision defines both the customer outcomes and the process of achieving those outcomes.  This allows you to focus on the “how” and the “why” when generating measurable outcomes for your customers. Tools used in this activity include:

Brand Promise, Mission, Vision, & Values DefinitionCustomer Experience (CX) & Outcomes DefinitionCX Design Objectives & StrategyCX Maturity AssessmentCX Return on Investment (ROI)

2.   CX Design

The policies, processes, and business rules that provide the “logic” for how the business is run.  Some of this is embedded in the systems, some of this taught to your associates.

Mastery of how your customers prefer to interact with your brand will highlight their real (and perceived) experiences.  This ultimately leads to increased customer lifetime value and retention due to attention focused on the customer.  By designing the ideal customer experience, the “journey” becomes just as important as the outcome.

Tools used here will include:

CX Ecosystem Design

Physical facilities (i.e. real estate, tangible assets)Virtual facilities (i.e. ERP, CRM, Web, Apps)Customer Journey Mapping

Inner loop designOuter loop designTouchpoint PrioritizationMajor Interaction (MI) Design

Personalization of InteractionsContextualization of Messaging

3.   CX Execution

Effectively launch CX, the entire company is enabled at every step along the customer journey.

CX initiatives and launches should be phased, so it does not overwhelm your organization.  Finally, you must enable everyone, so they can deliver the ideal customer experience you desire for your customers.

Tools used here will include:

Launch Project Plan (with Roles & Responsibilities)Communication Plan and PlaybookCX Training GuidanceCX Coaching Playbook

Closing Keys to Success

We can’t stress enough that delivering real value on your CX initiative and roadmap should be an agile and iterative process.  Here are some closing recommendations to follow in establishing your Customer Experience organization and initiative:

The Customer! Design around the Customer’s Priorities not the Internal Operation

Commonwealth Bank of Australia (CBA) and Hana Bank have been pioneers in this area. Digital components of their home-buying experience include using a smartphone’s location services to “point-shoot” properties and view details, making an appointment with a lender from the phone, calculating limits and receiving pre-approval via an app, and using mobile wallet to pay a deposit.

Simplify! Products & Processes

Commonwealth Bank of Australia, for instance, went from hundreds down to 18 core products.  Improved time-to-market by over 75% and reduced processing errors by over 30%.

Accelerate Speed to Market

Agile (modular/incremental) methodologies are key and partners (for core expertise/services) to enable speed.

Need assistance with planning your Customer Experience strategy? Even more importantly, do you want to know what your chances are in achieving your quota for 2018?  Here is a Revenue Growth Diagnostic tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if your top-line revenue goal is realistic.

For more help  with assessing your Customer Success and Customer Experience readiness prior to launching your efforts, download our Customer Success and Customer Experience Assessment Tool

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