• Creating a Case for Customer Experience

  • Jul 28 2023
  • Length: 38 mins
  • Podcast

Creating a Case for Customer Experience

  • Summary

  • How Can you Create a Case for CX

    1. finding a sponsor and gathering a team that is cross-functional, but that is bought in is

    important.

    2. You get that buy-in by building a burning platform where you can use analytics to demonstrate

    the potential value of the work.

    a. LTV – Lifetime value

    b. One I love to quote is even a single point improvement in customer satisfaction can

    correlate to 2% revenue growth for a company.

    Is there something that gets skipped in the clients you work with?

    1. Get the sponsor and cross -collaboration

    2. Build the burning platform

    3. Don't assume everything, but you actually talk to your customers.

    (whether internal or external – you have to make sure that there is a research and an insight

    based foundation to the work) – even if you have – there is opportunity to revisit and optimize

    How do you get cross-collaboration?

    I’m a big proponent of building a small SWAT team (1-3 members) that represent the areas that will be

    impacted (not necessarily the most senior person). But the ones who will be change agents later in

    helping to roll out the solutions and program later.

    How important do you feel the Employee Experience piece is in leading change?

    I say investment in employee experience is investment in customer experience.

    What advice do you have for new CX Leaders on how to approach building collaboration across the

    organization?

    You are immersed in the topic, in the details of CX. You are working on that all the time, so how could

    anyone not get that CX is important? As a CX professional, you are one of the most immersed in the

    topic in the organization. Avoid making assumptions with that in mind.

    Use storytelling – not just insights – to demonstrate the importance of that work.

    Find a couple of executive sponsors who are critically connected and immersed in this work (might be

    tech, marketing, other) to be part of the effort.

    Final thoughts/advice:

    Start. You can get somewhere when you start somewhere. It doesn’t have to be huge – just start.

    Links for show:

    Icfnext.com

    https://www.linkedin.com/in/mary-carter-4519b321/

    https://www.icf.com/insights/engagement/spark-consumer-participation-shared-values-beliefs

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