Making Customer Experience Investments Sustainable
Written by Alistair Leukis, BDM, WithNova Experience Management. 6 June 2019
For many executives, customer experience is still primarily about the surveys and feedback that the company receives. But increasingly there’s a nagging worry about what will happen once the current initiatives stop? Have changes been effected to the DNA of the organisation so that the change is embedded and the culture within the organisation becomes one of client centricity?
Initiatives for creating and embedding a customer-centric culture are varied and success remains elusive. However we’re seeing a distinct set of practices that's common amongst organizations that's succeeding at simultaneously embedding an appropriate customer-centric culture and delivering the desired outcome of elevated business performance. These can be summed up into three main practices.
- Customer experience management is driven from the top. The attention that executive management pay to this key metric and the way in which they actively engage and monitor it filters down through the organisation and clearly signals management’s intent. As with any other programme, executive ownership and buy-in is key.
- It’s interwoven into the core operations of the entity. Similar to our post from earlier this week, customer experience does not exist in a silo. Critically, the successful ones have a holistic approach to management which requires all relevant departments to cooperate and collaborate proactively once the CX Team has shared the insights, typically with a wider audience than is the norm in less successful.
- It drives action rather than just reporting. The insights gleaned from customer experience monitoring, measurement and management, don't end up in reports that lie unattended on corporate boardroom tables, never to be reflected on. Rather these insights sre used to drive both short and long term actions where short-term actions include immediate responses to unfavorable situations. Long-term actions often starts with deeper and broader studies to identify and address the true root causes of systemic problems.
In your experience, have you seen or used any specific approaches that worked well? We'd love to hear of your experiences. Simply drop us a note at firstname.lastname@example.org. If you have any questions or would like a more comprehensive conversation on the three practices above simply let me know by clicking here or the "contact us" button below.