It’s not only what you say, but how you say it.
Socializing CX data, getting the word out, is by far one of the most challenging steps towards doing CX Right.
During this decade organizations have struggled to bring customers “into the room” and make sense of the feedback provided from them. Even after executives are informed of the number of completed customer surveys, recent peak of “promoters” or that a high percentage of customers give us a thumbs up, there are still questions: “How are we performing?” “Who is our most valuable customer?” “Where do we prioritize improvements with our limited time, money and resources?” “How are we doing compared to the competition, compared to our peers?” “Is a 75 good?” “Is moving to a 78 from 75 significant?” “Is a 10 point scale really better than a 5 point scale?” “What are the expectations of our customers, constituents, our prospects” . “Who is the best in our industry and what about overall?”
Over the past 10 years I have heard all those questions and hundreds more. The results of these questions going unanswered are missed new customer acquisition opportunities, reduced revenue per member, customer churn, frustrated citizens, increased channel costs, decreased shareholder value and overall sub-optimal performance. The challenge to answering these questions and meeting objectives stems from two key areas:
- Organizational CX Maturity and
- Translating CX Data to actionable business intelligence
CX Maturity
Dave Lewan 