How Great Companies Get CX Right: Steps To Build And Measure What Really Matters
I recently had the pleasure of hosting a webinar alongside Jerry Angrave, the founder of Empathyce and a seasoned CX consultant. As the Head of Marketing at SmartSurvey, I'm always eager to share ideas that can genuinely help companies up their customer experience (CX) game. This Webinar was packed with practical tips and discussions, ideal anyone looking to kick off or refresh and existing CX programs.
We covered three big topics: how to start or revitalise a CX program, from mapping to measurement, and what makes top-performing companies stand out when it comes to CX.
We talked about the real challenges businesses face when trying to implement CX strategies and shared examples of companies that have nailed it, proving that with the right approach, any organisation can see a meaningful transformation in how they engage with their customers to consistently deliver better experience's. I've expanded in a bit more detail on the key points discussed below, but to get all the insight I would recommend watching the recording.
Building or revitalising a CX program
Three steps to success
- Vision: Establishing a clear CX vision is crucial. It aligns with the organisation's purpose and objectives, guiding all actions and decisions. A well-defined vision helps in setting expectations and measuring success.
- Maturity assessment: Understanding the current state of CX maturity within the organisation is vital. This involves evaluating existing processes, customer feedback mechanisms, and employee engagement to identify areas for improvement.
- Customer Journey Mapping: This strategic tool helps organisations understand the customer's perspective. By mapping out the customer journey, businesses can identify pain points and opportunities for enhancement, ensuring a seamless and satisfying experience.
Overcoming common challenges
Organisations often face challenges such as siloed operations, lack of customer understanding, and complacency. Addressing these issues requires a holistic approach that integrates empathy into business processes and fosters collaboration across departments. Companies must also focus on using technology effectively to enhance CX without overcomplicating processes.
Traits of companies with outstanding CX
- Empathy: Understanding customer needs, hopes, and fears is fundamental. Companies that excel in CX prioritise empathy, ensuring that every interaction is meaningful and memorable.
- Consistency: Delivering consistent experiences across all touchpoints builds trust and loyalty. This involves aligning processes and operations with the CX vision.
- Innovation: While getting the basics right is essential, companies should also innovate to exceed customer expectations and differentiate themselves in the market.
- Employee engagement: Engaged employees are crucial for delivering exceptional CX. Companies should foster a culture where employees are proud and motivated to represent the brand.
- Customer-centric culture: A customer-focused approach should permeate every aspect of the organisation, from leadership to frontline staff.
Wrapping up
Incorporating empathy, strategic planning, and continuous improvement into CX programs can transform customer interactions and drive business success. By understanding and addressing customer needs, companies can create memorable experiences that foster loyalty and advocacy. As the landscape evolves, businesses must remain agile and committed to delivering exceptional CX.
Watch the webinar here: How Great Companies Get CX Right
