new approach to customer experience management
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Modular Customer Experience Pilot ProgramsCX PILOTS
A New Approach to Center Your Organization Around Its Customers
Low Risk Quick CX Wins Designed for Your Organization
CX Pilots helps companies simplify the work of building better Customer Experience competencies.
We help increase a company’s understanding of their customers so they can serve them better.
Customer Experience ProgramsCX PILOTS
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We provide a systematic approach to piloting quick wins that help CX leaders prioritize and focus on the things that matter most, first.
We provide a short cut to CX monetization with lower risk, lower cost and faster outcome.
Customer Experience ProgramsCX PILOTS
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CX “Pilots” has a dual meaning:
Customer Experience ProgramsCX PILOTS
We are experienced & confident navigators and trusted advisors with deep backgrounds in Customer Experience, Change Management and Content Operations.
We help companies achieve momentum through quick win “pilots” which are smaller, more modularly prototyped programs that build momentum.
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2
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Our Customer Experience Programs are valued because they help CX leaders simplify CX Program Design and Operations through a “modular” approach.
Customer Experience ProgramsCX PILOTS
“simplify” - all CX programs can be reduced to two elements:
1) the job of better understanding your customers
2) the job of applying that understanding to better serve your customers, systematically.
“modular” - a new strategic approach to “quick win” momentum creation in CX.
This reductive approach is both incremental and iterative. It focuses on fewer, more manageable program elements at a time to gain quicker overall program success.
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Our approach is based on the philosophy that CX Programs:
have to be pragmatic & simplified.
have to be successful, faster.
have to be more modular to be managed.
have to be measurable.
have to engage employees.
Customer Experience ProgramsCX PILOTS
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2
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4
5
6
Customer Experience ProgramsCX PILOTS
How CX Pilots works with companies.
Run CX Pilots
Is there an existing CX Program?
Set up internal CX Workshops Build
CX Compass
NO
YES Perform CX Flight Check
(assessments)
Assessments
Value/Business Case
Design
Build
Measure
Govern/Support Sobriety Test
Operations
Transactions
Stakeholders
Relationships
Revenue
Test, Rapid Iteration
Role-based Performance Management Dashboards
Define a customer experience strategy that describes the intended customer
experience.
Solicit customer feedback about their experiences through
surveys and/or interviews.
Evaluate company’s ability to design to
meet customer experiences.
Research viability of
channel penetration.
Define a consistent set of customer
experience standards across the
organization.
Run
CX
Pilo
ts
Feedback Loop
Follow the CX Flight Path
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CX Pilots has three CX Services:
Customer Experience ProgramsCX PILOTS
Custom CX Assessments
CX Workshops
CX Consulting/Support
…and two CX Tools:CX Flight Check (comprehensive assessments)
CX Compass (CX Program Blueprint and Roadmap)
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2
3
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2
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The CX Flight Check helps each organization measure and thoroughly understand where their CX Program stands by setting the proper benchmarks.
Customer Experience ProgramsCX PILOTS
• Strategy & Alignment • Awareness of Customer • Design Practices • Touchpoints • Performance Measurement • Governance • CX Culture
The CX Pilots Flight Check measures six dimensions:
1) Company Sobriety 2) CX Operational Metrics 3) Offering/ Transactional
4) Stakeholder• Vision/Mission Check • Priorities Check • Leadership Support • Total Current Culture • Employee Engagement • Ability to Govern • Optimism • Funding
5) Relationship 6) Revenue
• Web Usability • Offering Adoption • Conversions • Competitive Position • Trust Rating • Transaction Time • Channel Cohesion
• Mystery Shopper Score • Sentiment Score • Attrition/Churn • Cross/Up Selling • Employee Connectedness • Measurability • Customer Defection
• Satisfaction Score • Social Participation • Referral Activity • Customer Tenure • Purchase Frequency • Loyalty Infrastructure • Total Interactions
• Average Orders • Activation Costs • Customer Lifetime Value • Cart Abandonment • Revenue from CXTh
e M
easu
res 1 2 3 4 5 6
Operational Transactional Stakeholder Relationship Revenue
Average Cycle Times Timeliness First-Call Resolution Rates Number of Support Requests Brand Perception (Recognition, Credibility, Relevance, Influence) Delivery Timeliness/ Accuracy Tolerance of New Processes Accuracy of Inventory and Pricing
Competitive Benchmarks Product Review Ratings Brand Value Trust Rating Brand Advocates/Net Promoters
Customer Sat Scores Social Network Participation Customer and Employee Referrals Average Customer Tenure Purchase Frequency Loyalty Program Enrolled/Participating No. of Customers Interacting Customer Defect Rates
Mystery Shopper Scores Sentiment Scores Customer Attrition/Churn No. of Product or Service Upgrades No. of Repeat Orders No. of Customers "Likely to Defect"
Price Sensitivity Website Usability Adoption of New Products Product Return Rates End-to-End Transaction Times
Average Order Size Deactivation/Reactivation Costs Cart Abandonment Rates Revenue Attributable to CX Improvement
Sobriety
Leadership Alignment Apathy Culture Readiness Total Employee Engagement Sandbagging/Resistance Mid-level support Ability to Communicate Change Collective Ambition of Participants Excitement in Innovation
The
Met
rics 1 2 3 4 5 6
The
Das
hboa
rds
9
Customer Experience ProgramsCX PILOTS
10
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Marketing/E-business
IT
Customer Support
Operations
Executive Level Team
Our CX Flight Check solves the problem that prevents good organizations from realizing the benefits of strategic CX Programs. They don’t receive the funding because of the disparity in perceived value and urgency. We help close that gap.
1.0 3.0 2.0 2.0 0.5 1.0 1.0 1.4
3.0 4.0 4.0 4.25 2.25 2.4 5.5 1.0
5.0 6.0 2.0 5.0 5.0 4.4 5.5 8.0
7.0 8.5 7.25 3.2 4.4 3.3 4.0 4.99.5 9.2 9.2 5.8 9.5 8.9 8.75 4.5
8.5 pts. 6.2 pts. 7.2 pts. 3.8 pts. 9.0 pts. 7.9 pts. 7.75 pts. 7.0 pts.
Strategy & Alignment
Awareness of Customer
Design Practices Touchpoints Performance
Measurement CX Culture CX Program Communications
Platforms, Frameworks & Models
We surveyed 5 people in 5 representative departments on how well they thought they were meeting customer needs based on these 8 dimensions.
What we found is what we believe is a significant answer to the question, “why aren’t we doing a better job at serving the needs of our customers systematically, as a holistic organization.”
• No one is looking at the same picture, in the same way. • CYA is rampant. • Answers are biased and point to a business case for increased funding befitting specific agendas. • There are varying degrees of proximity or separation from the true customer experience.
BOTTOM LINE: You cannot set out to fix what you don’t understand to be broken. ANSWER: Custom designed CX Maturity Assessments administered more strategically.
Max Disparity
The CX Compass helps each organization take actionable intelligence from the CX Flight Check so they can set the right direction or CX Flight Path.
The direction defines the CX Program Strategy and Operations approach.
Customer Experience ProgramsCX PILOTS
11
Customer Experience Program Management
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Share customer experience strategy with all employees.
Define a customer experience strategy that describes the intended customer
experience.
Align the strategy with overall
company strategy.
Align the strategy with the company's
brand attributes.Establish social
channel strategy.
Solicit customer feedback about their experiences through
surveys and/or interviews.
Collect unsolicited customer feedback
(e.g., by mining calls, emails, or
social media posts).
Gather employees input re: their
experiences with customers.
Evaluate employee roles in delivering
the customer experience.
Conduct observational
research studies in customers' natural
environment.
Analyze customer insights to identify key customer pain
points and opportunities.
Analyze customer insight from different
organizational boundaries to identify
disparity.
Document customer
understanding in a way that is easy for employees to understand and
use.
Create customer personas.
Create customer
journey maps/atlases.
Create role-based voice of the
customer reports.
Freely distribute CX documentation via training sessions.
Use iterative ideation,
prototyping, and evaluation as part of the experience design process.
Define/redefine an agile customer
experience design process.
Evaluate company’s ability to design to
meet customer experiences.
Evaluate how to respond when a new
experience is introduced or an
existing experience is changed.
Conduct customer experience strategy town hall meetings with all employees.
Start and staff a CX Center of
Excellence.
Gain Executive-level sponsorship for the company’s focus on
customer experience.
Identify how to integrate CX into
company performance
measurement.
Define/redefine customer
experience design requirements
standards.
Use Awareness of Customer
deliverables to define CX project
requirements.
Map the existing customer
experience ecosystem.
Identify interdependencies
among people, processes, & tech
that shape interactions with
customers.
Engage customers, partners, employees
as part of the experience design process (e.g., co-
creation).
Couple UX and CX practices to ensure alignment between
design for individuals and groups.
Publish ideation /prototyping, on an internal employee blog to gain wide-
reaching feedback.
Publish & distribute CX outcome reports/
access to dashboards on CX
blog.
Define a customer experience quality
framework that aligns with how
customers judge an experience.
Roll-out CX Quality Framework consistently across
the organization (e.g., channels, lines
of business).
Illustrate how each group, role, and
individual contributes to customer
experience quality.
Define the subsets of customer experience
metrics.
Measure how customers
perceive their experiences with the organization.
Collect descriptive metrics about each
experience that provide context for
customer perceptions.
Analyze CX metrics for
differences in experience quality per key segments.
Analyze CX metrics for differences in experience quality
per key tasks.
Analyze CX metrics for
differences in experience quality per key aspects of
CX.
Share customer experience metrics and models with all
employees.
Model the relationship between drivers of CX quality /customer perceptions of their experiences/business outcomes.
Conduct CX performance
training sessions to employees.
Adjust the design for new experience reflecting change
via policy, process, product, technology.
Define a consistent set of customer
experience standards across the
organization.
Align the customer experience strategy
to project evaluation, funding &
prioritization decisions.
Maintain a dedicated queue of customer
experience improvement
projects.
Integrate CX criterion into policy,
processes, technology, and communications
decisions.
Adjust CX program tactics or resource allocations based
on outcomes.
Review CX program status and metrics
regularly to monitor progress toward meeting business
goals.
Assign role-specific CX
management tasks to employees as a
requirement of their positions.
Evaluate employee performance against role-
specific customer experience
metrics.
Coordinate across groups that share responsibility for a given experience.
Tie raises, bonuses,
promotions to performance on
CX metrics.
Screen candidates for customer-
centric values as part of the hiring
and selection process.
Screen new hires for specific strategic CX skills skills.
Train employees to deliver on their part of the organization's
customer experience strategy.
Communicate the importance of CX
to every constituent.
Collect and share stories of customer
experience best practices across the
employee base.
Reinforce the importance of
customer experience and what it takes to
deliver it.
Use informal rewards and
celebrations to highlight exemplary
customer-centric behavior.
Share customer understanding
with all employees.
Create an internal CX CoE
Blog.
Publish customer personas and
journey maps with directions and explanations.
Create an internal CX
content strategy.
Write blog articles from UX & CX
designers about how to design for
experiences.
Establish User-Centered Design
Approach
Research viability of channel
penetration.Map total channel
ecosystem.
Refine Web analytics
ecosystem.
Develop Web traffic
Acquisition Model (SEO).
Develop social listening/
connection platform.
Distribute content across relevant
channels.
Develop mobile-specific channel
strategy.
Develop channel-relative patterns of
content re-use.
Develop strong bridges between online and offline
channels.
Develop channel measurement
approach.
Persistently measure
performance of CX and content per
channel.
Publish video blog post from
executive about the importance of
CX.
Publish CX employees
interviews about impact of CX on
their roles.
Hold all employee town
hall from executives and CX lead about
progress.
Publish videos demonstrating
how CX, Leadership & IT
are coming together.
Publish ongoing progress of CX
program to illustrate
momentum.
Publish CX employees
interviews about impact of CX on
their roles.
Hold all employee town hall recognizing key employees
in advancing CX.
Publish videos demonstrating
how leadership is using CX to
measure company performance.
Publish ongoing progress of CX
program to illustrate
momentum.
Develop Content Operations model (Strategy, creation,
activation).
Develop campaign
management platform.
Establish Email marketing program.
Integrate user tracking/interaction
platform.
Integrate e-commerce
into CX.
Track campaign performance (ROMI).
Develop community
management platform.
Establish end-to-end personalization
framework.
Create content consumption
tracking model.
Establish testing
sandbox.
Integrate marketing
automation framework.
Develop central hub for user profile data.
Build up customer profile data (on-offline).
Develop internal alerts (KPI reflexes).
Develop predictive analytics (business
intelligence) capability.
Automate decision
priorities (CTAs, promotions).
Train employees to get involved in social media to
expand company’s reach.
Create internal employee CX
advisory board.
Create an employee rotation program that cross trains people
on key CX roles.
Develop a CX Knowledge base.
Hold open-enrollment classes for employees to gain training on
CX measurement.
Develop a collective ambition
program around CX.
Customer Experience ProgramsCX PILOTS
CX Flight Check :: The Total CX Program Ecosystem
12
Professional / Financial
Services Example
Share customer experience strategy with all employees.
Define a customer experience strategy that describes the intended customer
experience.
Align the strategy with overall
company strategy.
Align the strategy with the company's
brand attributes.
Conduct customer experience strategy town hall meetings with all employees.
Start and staff a CX Center of
Excellence.
Gain Executive-level sponsorship for the company’s focus on
customer experience.
Identify how to integrate CX into
company performance
measurement.
Customer Experience ProgramsCX PILOTS
Strategy & Alignment•Define a customer experience strategy that describes the intended customer experience.
•Align the strategy with overall company strategy.
•Align the strategy with the company's brand attributes.
•Gain Executive-level sponsorship for the company’s focus on customer experience.
•Conduct customer experience strategy town hall meetings with all employees.
•Share customer experience strategy with all employees.
•Identify how to integrate CX into company performance measurement.
•Start and staff a CX Center of Excellence
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
13
Customer Experience ProgramsCX PILOTS
Awareness of Customer•Solicit customer feedback about their experiences through surveys and/or interviews.
•Collect unsolicited customer feedback (e.g., by mining calls, emails, or social medCollect unsolicited customer feedback (e.g., by mining calls, emails, or social media posts).
•Gather employees input re: their experiences with customers.
•Evaluate employee roles in delivering the customer experience.
•Conduct observational research studies in customers' natural environment.
•Analyze customer insights to identify key customer pain points and opportunities.
•Analyze customer insight from different organizational boundaries to identify disparity.
•Document customer understanding in a way that is easy for employees to understand and use.
•Create customer personas.
•Create customer journey maps/atlases.
•Create role-based voice of the customer reports.
•Freely distribute CX documentation via training sessions.
Solicit customer feedback about their experiences through
surveys and/or interviews.
Collect unsolicited customer feedback
(e.g., by mining calls, emails, or
social media posts).
Gather employees input re: their
experiences with customers.
Evaluate employee roles in delivering
the customer experience.
Conduct observational
research studies in customers' natural
environment.
Analyze customer insights to identify key customer pain
points and opportunities.
Analyze customer insight from different
organizational boundaries to identify
disparity.
Document customer
understanding in a way that is easy for employees to understand and
use.
Create customer personas.
Create customer
journey maps/atlases.
Create role-based voice of the
customer reports.
Freely distribute CX documentation via training sessions.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
14
Customer Experience Program Management
Customer Experience ProgramsCX PILOTS
CX Compass
Design Practices•Evaluate company’s ability to design to meet customer experiences.
•Define/redefine customer experience design requirements standards.
•Define/redefine an agile customer experience design process.
•Evaluate how to respond to a new experience or change an existing experience.
•Use Awareness of Customer deliverables to define CX project requirements.
•Identify interdependencies among people, processes, & tech shaping customer interactions.
•Establish User-Centered Design Approach.
•Engage customers, partners, employees in the experience design process (e.g., co-creation).
•Map the existing customer experience ecosystem.
•Couple UX and CX practices to ensure alignment between design for individuals and groups.
•Use iterative ideation, prototyping, and evaluation as part of the experience design process.
•Make new experience design adjustments reflecting change (policy, process, product, tech).
•Publish ideation /prototyping, on an internal employee blog to gain wide-reaching feedback.
Use iterative ideation,
prototyping, and evaluation as part of the experience design process.
Define/redefine an agile customer
experience design process.
Evaluate company’s ability to design to
meet customer experiences.
Evaluate how to respond when a new
experience is introduced or an
existing experience is changed.
Define/redefine customer
experience design requirements
standards.
Use Awareness of Customer
deliverables to define CX project
requirements.
Map the existing customer
experience ecosystem.
Identify interdependencies
among people, processes, & tech
that shape interactions with
customers.
Engage customers, partners, employees
as part of the experience design process (e.g., co-
creation).
Couple UX and CX practices to ensure alignment between
design for individuals and groups.
Publish ideation /prototyping, on an internal employee blog to gain wide-
reaching feedback.
Establish User-Centered Design
Approach
Adjust the design for new experience reflecting change
via policy, process, product, technology.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
15
Customer Experience ProgramsCX PILOTS
Touchpoints and Channels•Research viability of channel penetration.
•Map total channel ecosystem.
•Establish social channel strategy.
•Develop mobile-specific channel strategy.
•Develop social listening/connection platform.
•Distribute content across relevant channels.
•Develop Web traffic Acquisition Model (SEO).
•Develop channel-relative patterns of content re-use.
•Develop strong bridges between online and offline channels.
•Develop channel measurement approach.
•Persistently measure performance of CX and content per channel.
Establish social channel strategy.
Research viability of channel
penetration.
Map total channel ecosystem.
Develop Web traffic
Acquisition Model (SEO).
Develop social listening/
connection platform.
Distribute content across relevant
channels.
Develop mobile-specific channel
strategy.
Develop channel-relative patterns of
content re-use.
Develop strong bridges between online and offline
channels.
Develop channel measurement
approach.
Persistently measure
performance of CX and content per
channel.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
16
Customer Experience ProgramsCX PILOTS
Performance Measurement•Define a customer experience quality framework that aligns with how customers judge an experience.
•Roll-out CX Quality Framework consistently across the organization (e.g., channels, lines of business).
•Illustrate how each group, role, and individual contributes to customer experience quality.
•Measure how customers perceive their experiences with the organization.
•Define the subsets of customer experience metrics.
•Collect descriptive metrics about each experience that provide context for customer perceptions.
•Analyze CX metrics for differences in experience quality per key aspects of CX.
•Analyze CX metrics for differences in experience quality per key segments.
•Conduct CX performance training sessions to employees.
•Analyze CX metrics for differences in experience quality per key tasks.
•Model the relationship between drivers of CX quality /customer perceptions of their experiences/business outcomes.
•Publish & distribute CX outcome reports/ access to dashboards on CX blog.
•Share customer experience metrics and models with all employees.
Publish & distribute CX outcome reports/
access to dashboards on CX
blog.
Define a customer experience quality
framework that aligns with how
customers judge an experience.
Roll-out CX Quality Framework consistently across
the organization (e.g., channels, lines
of business).
Illustrate how each group, role, and
individual contributes to customer
experience quality.
Define the subsets of customer experience
metrics.
Measure how customers
perceive their experiences with the organization.
Collect descriptive metrics about each
experience that provide context for
customer perceptions.
Analyze CX metrics for
differences in experience quality per key segments.
Analyze CX metrics for differences in experience quality
per key tasks.
Analyze CX metrics for
differences in experience quality per key aspects of
CX.
Share customer experience metrics and models with all
employees.
Model the relationship between drivers of CX quality /customer perceptions of their experiences/business outcomes.
Conduct CX performance
training sessions to employees.
Refine Web analytics
ecosystem.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
17
Customer Experience ProgramsCX PILOTS
Governance•Define a consistent set of customer experience standards across the organization.
•Align the customer experience strategy to project evaluation, funding & prioritization decisions.
•Integrate CX criterion into policy, processes, technology, and communications decisions.
•Review CX program status and metrics regularly to monitor progress toward meeting business goals.
•Adjust CX program tactics or resource allocations based on outcomes.
•Maintain a dedicated queue of customer experience improvement projects.
•Assign role-specific CX management tasks to employees as a requirement of their positions.
•Evaluate employee performance against role-specific customer experience metrics.
•Coordinate across groups that share responsibility for a given experience.
Define a consistent set of customer
experience standards across the
organization.
Align the customer experience strategy
to project evaluation, funding &
prioritization decisions.
Maintain a dedicated queue of customer
experience improvement
projects.
Integrate CX criterion into policy,
processes, technology, and communications
decisions.
Adjust CX program tactics or resource allocations based
on outcomes.
Review CX program status and metrics
regularly to monitor progress toward meeting business
goals.
Assign role-specific CX
management tasks to employees as a
requirement of their positions.
Evaluate employee performance against role-
specific customer experience
metrics.
Coordinate across groups that share responsibility for a given experience.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
18
Customer Experience ProgramsCX PILOTS
CX Culture•Screen candidates for customer-centric values as part of the hiring and selection process.
•Screen new hires for specific strategic CX skills skills.
•Train employees to deliver on their part of the organization's customer experience strategy.
•Communicate the importance of CX to every constituent.
•Collect and share stories of customer experience best practices across the employee base.
•Develop a collective ambition program around CX.
•Hold open-enrollment classes for employees to gain training on CX measurement.
•Tie raises, bonuses, promotions to performance on CX metrics.
•Reinforce the importance of customer experience and what it takes to deliver it.
•Use informal rewards and celebrations to highlight exemplary customer-centric behavior.
•Train employees to get involved in social media to expand company’s reach.
•Create internal employee CX advisory board.
•Create an employee rotation program that cross trains people on key CX roles.
Tie raises, bonuses,
promotions to performance on
CX metrics.
Screen candidates for customer-
centric values as part of the hiring
and selection process.
Screen new hires for specific strategic CX skills skills.
Train employees to deliver on their part of the organization's
customer experience strategy.
Communicate the importance of CX
to every constituent.
Collect and share stories of customer
experience best practices across the
employee base.
Reinforce the importance of
customer experience and what it takes to
deliver it.
Use informal rewards and
celebrations to highlight exemplary
customer-centric behavior.
Train employees to get involved in social media to
expand company’s reach.
Create internal employee CX
advisory board.
Create an employee rotation program that cross trains people
on key CX roles.
Hold open-enrollment classes for employees to gain training on
CX measurement.
Develop a collective ambition program around
CX.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
19
Customer Experience ProgramsCX PILOTS
CX Program Communications
•Publish CX employees interviews about impact of CX on their roles.
•Publish videos demonstrating how CX, Leadership & IT are coming together.
•Publish ongoing progress of CX program to illustrate momentum.
•Hold all employee town hall recognizing key employees in advancing CX.
•Publish videos demonstrating how leadership is using CX to measure company performance.
•Publish ongoing progress of CX program to illustrate further, ongoing momentum.
Share customer understanding
with all employees.
Create an internal CX CoE
Blog.
Publish customer personas and
journey maps with directions and explanations.
Create an internal CX
content strategy.
Write blog articles from UX & CX
designers about how to design for
experiences.
Publish video blog post from
executive about the importance of
CX.
Publish CX employees
interviews about impact of CX on
their roles.
Hold all employee town
hall from executives and CX lead about
progress.
Publish videos demonstrating
how CX, Leadership & IT
are coming together.
Publish ongoing progress of CX
program to illustrate
momentum.
Publish CX employees
interviews about impact of CX on
their roles.
Hold all employee town hall recognizing key employees
in advancing CX.
Publish videos demonstrating
how leadership is using CX to
measure company performance.
Publish ongoing progress of CX
program to illustrate
momentum.
•Create an internal CX CoE Blog.
•Share customer understanding with all employees.
•Create an internal CX content strategy.
•Publish customer personas and journey maps with directions and explanations.
•Write blog articles from UX & CX designers about how to design for experiences.
•Publish video blog post from executive about the importance of CX.
•Hold all employee town hall from executives and CX lead about progress.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
20
Customer Experience ProgramsCX PILOTS
Platforms, Frameworks & Models
•Create content consumption tracking model.
•Develop central hub for user profile data.
•Build up customer profile data (on-offline).
•Establish testing sandbox.
•Develop internal alerts (KPI reflexes).
•Integrate marketing automation framework.
•Develop predictive analytics (business intelligence) capability.
•Develop a CX Knowledge base.
•Automate decision priorities (CTAs, promotions).
•Develop Content Operations model (Strategy, creation, activation).
•Develop campaign management platform.
•Establish Email marketing program.
•Integrate user tracking/interaction platform.
•Develop community management platform.
•Establish end-to-end personalization framework.
•Track campaign performance (ROMI).
•Integrate e-commerce into CX.
Develop Content Operations model (Strategy, creation,
activation).
Develop campaign
management platform.
Establish Email marketing program.
Integrate user tracking/interaction
platform.
Integrate e-commerce
into CX.
Track campaign performance (ROMI).
Develop community
management platform.
Establish end-to-end personalization
framework.Create content consumption
tracking model.
Develop central hub for user profile data.
Build up customer profile data (on-offline).
Develop internal alerts (KPI reflexes).
Develop predictive analytics (business
intelligence) capability.
Automate decision
priorities (CTAs, promotions).
Establish testing
sandbox.
Integrate marketing automation framework.
Develop a CX Knowledge base.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program ManagementCX Compass
21
Customer Experience Program Management
Customer Experience ProgramsCX PILOTS
Share customer experience strategy with all employees.
Define a customer experience strategy that describes the intended customer
experience.
Align the strategy with overall
company strategy.
Align the strategy with the company's
brand attributes.Establish social channel strategy.
Solicit customer feedback about their experiences through
surveys and/or interviews.
Collect unsolicited customer feedback
(e.g., by mining calls, emails, or
social media posts).
Gather employees input re: their
experiences with customers.
Evaluate employee roles in delivering
the customer experience.
Conduct observational
research studies in customers' natural
environment.
Analyze customer insight from different
organizational boundaries to identify
disparity.
Document customer
understanding in a way that is easy for employees to understand and
use.
Create customer personas.
Create customer
journey maps/atlases.
Create role-based voice of the
customer reports.
Freely distribute CX documentation via training sessions.
Use iterative ideation,
prototyping, and evaluation as part of the experience design process.
Define/redefine an agile customer
experience design process.
Evaluate company’s ability to design to
meet customer experiences.
Evaluate how to respond when a new
experience is introduced or an
existing experience is changed.
Conduct customer experience strategy town hall meetings with all employees.
Start and staff a CX Center of
Excellence.
Gain Executive-level sponsorship for the company’s focus on
customer experience.
Identify how to integrate CX into
company performance
measurement.
Define/redefine customer
experience design requirements
standards.
Use Awareness of Customer
deliverables to define CX project
requirements.
Map the existing customer
experience ecosystem.
Identify interdependencies
among people, processes, & tech
that shape interactions with
customers.
Engage customers, partners, employees
as part of the experience design process (e.g., co-
creation).
Couple UX and CX practices to ensure alignment between
design for individuals and groups.
Publish ideation /prototyping, on an internal employee blog to gain wide-
reaching feedback.
Publish & distribute CX outcome reports/
access to dashboards on CX
blog.
Define a customer experience quality
framework that aligns with how
customers judge an experience.
Roll-out CX Quality Framework consistently across
the organization (e.g., channels, lines
of business).
Illustrate how each group, role, and
individual contributes to customer
experience quality.
Define the subsets of customer experience
metrics.
Measure how customers
perceive their experiences with the organization.
Collect descriptive metrics about each
experience that provide context for
customer perceptions.
Analyze CX metrics for
differences in experience quality per key segments.
Analyze CX metrics for differences in
experience quality per key tasks.
Analyze CX metrics for
differences in experience quality per key aspects of
CX.
Share customer experience metrics and models with all
employees.
Model the relationship between drivers of CX quality /customer perceptions of their experiences/business outcomes.
Conduct CX performance
training sessions to employees.
Adjust the design for new experience reflecting change
via policy, process, product, technology.
Define a consistent set of customer
experience standards across the
organization.
Align the customer experience strategy
to project evaluation, funding &
prioritization decisions.
Maintain a dedicated queue of customer
experience improvement
projects.
Integrate CX criterion into policy,
processes, technology, and communications
decisions.
Adjust CX program tactics or resource allocations based
on outcomes.
Review CX program status and metrics
regularly to monitor progress toward
meeting business goals.
Assign role-specific CX
management tasks to employees as a
requirement of their positions.
Evaluate employee performance against role-
specific customer experience
metrics.
Coordinate across groups that share
responsibility for a given experience.
Tie raises, bonuses,
promotions to performance on
CX metrics.
Screen candidates for customer-
centric values as part of the hiring
and selection process.
Screen new hires for specific strategic CX skills skills.
Train employees to deliver on their part of the organization's
customer experience strategy.
Communicate the importance of CX
to every constituent.
Collect and share stories of customer
experience best practices across the
employee base.
Reinforce the importance of
customer experience and what it takes to
deliver it.
Use informal rewards and
celebrations to highlight exemplary
customer-centric behavior.
Share customer understanding
with all employees.
Create an internal CX CoE
Blog.
Publish customer personas and
journey maps with directions and explanations.
Create an internal CX
content strategy.
Write blog articles from UX & CX
designers about how to design for
experiences.
Establish User-Centered Design
Approach
Research viability of channel
penetration.Map total channel
ecosystem.
Refine Web analytics
ecosystem.
Develop Web traffic
Acquisition Model (SEO).
Develop social listening/
connection platform.
Distribute content across relevant
channels.
Develop mobile-specific channel
strategy.
Develop channel-relative patterns of
content re-use.
Develop strong bridges between online and offline
channels.
Develop channel measurement
approach.
Persistently measure
performance of CX and content per
channel.
Publish video blog post from
executive about the importance of
CX.
Publish CX employees
interviews about impact of CX on
their roles.
Hold all employee town
hall from executives and CX lead about
progress.
Publish videos demonstrating
how CX, Leadership & IT
are coming together.
Publish ongoing progress of CX
program to illustrate
momentum.
Publish CX employees
interviews about impact of CX on
their roles.
Hold all employee town hall recognizing key employees
in advancing CX.
Publish videos demonstrating
how leadership is using CX to
measure company performance.
Publish ongoing progress of CX
program to illustrate
momentum.
Develop Content Operations model (Strategy, creation,
activation).
Develop campaign
management platform.
Establish Email marketing program.
Integrate user tracking/interaction
platform.
Integrate e-commerce
into CX.
Track campaign performance (ROMI).
Develop community
management platform.
Establish end-to-end personalization
framework.
Create content consumption
tracking model.
Establish testing
sandbox.
Integrate marketing
automation framework.
Develop central hub for user profile data.
Build up customer profile data (on-offline).
Develop internal alerts (KPI reflexes).
Develop predictive analytics (business
intelligence) capability.
Automate decision
priorities (CTAs, promotions).
Train employees to get involved in social media to
expand company’s reach.
Create internal employee CX
advisory board.
Create an employee rotation program that cross trains people
on key CX roles.
Develop a CX Knowledge base.
Hold open-enrollment classes for employees to gain training on
CX measurement.
Develop a collective ambition program around
CX.
Analyze customer insights to identify key customer pain
points and opportunities.
CX Compass :: Module Selection Based on CX Flightcheck Outcome
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
22
Customer Experience Program Management
Customer Experience ProgramsCX PILOTS
Share customer experience strategy with all employees.
Define a customer experience strategy that describes the intended customer
experience.
Align the strategy with overall
company strategy.
Align the strategy with the company's
brand attributes.Establish social channel strategy.
Solicit customer feedback about their experiences through
surveys and/or interviews.
Collect unsolicited customer feedback
(e.g., by mining calls, emails, or
social media posts).
Gather employees input re: their
experiences with customers.
Evaluate employee roles in delivering
the customer experience.
Conduct observational
research studies in customers' natural
environment.
Analyze customer insights to identify key customer pain
points and opportunities.
Create customer personas.
Create customer
journey maps/atlases.
Freely distribute CX documentation via training sessions.
Define/redefine an agile customer
experience design process.
Evaluate company’s ability to design to
meet customer experiences.
Evaluate how to respond when a new
experience is introduced or an
existing experience is changed.
Identify how to integrate CX into
company performance
measurement.
Define/redefine customer
experience design requirements
standards.
Map the existing customer
experience ecosystem.
Define a customer experience quality
framework that aligns with how
customers judge an experience.
Roll-out CX Quality Framework consistently across
the organization (e.g., channels, lines
of business).
Define the subsets of customer experience
metrics.
Measure how customers
perceive their experiences with the organization.
Define a consistent set of customer
experience standards across the
organization.
Align the customer experience strategy
to project evaluation, funding &
prioritization decisions.
Maintain a dedicated queue of customer
experience improvement
projects.
Adjust CX program tactics or resource allocations based
on outcomes.
Train employees to deliver on their part of the organization's
customer experience strategy.
Communicate the importance of CX
to every constituent.
Share customer understanding
with all employees.
Create an internal CX CoE
Blog.
Establish User-Centered Design
Approach
Research viability of channel
penetration.Map total channel
ecosystem.
Refine Web analytics
ecosystem.
Develop social listening/
connection platform.
Develop mobile-specific channel
strategy.
Develop Content Operations model (Strategy, creation,
activation).
Develop campaign
management platform.
Develop a CX Knowledge base.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
CX Compass :: Module Selection Based on CX Flightcheck Outcome
23
Customer Experience ProgramsCX PILOTS
Share customer experience strategy with all employees.
Define a customer experience strategy that describes the intended customer
experience.
Align the strategy with overall
company strategy.
Align the strategy with the company's
brand attributes.Establish social channel strategy.
Solicit customer feedback about their experiences through
surveys and/or interviews.
Collect unsolicited customer feedback
(e.g., by mining calls, emails, or
social media posts).
Gather employees input re: their
experiences with customers.
Evaluate employee roles in delivering
the customer experience.
Analyze customer insights to identify key customer pain
points and opportunities.
Create customer personas.
Create customer
journey maps/atlases.
Freely distribute CX documentation via training sessions.
Define/redefine an agile customer
experience design process.
Evaluate company’s ability to design to
meet customer experiences.
Evaluate how to respond when a new
experience is introduced or an
existing experience is changed.
Identify how to integrate CX into
company performance
measurement.
Define/redefine customer
experience design requirements
standards.
Map the existing customer
experience ecosystem.
Define a customer experience quality
framework that aligns with how
customers judge an experience.
Roll-out CX Quality Framework consistently across
the organization (e.g., channels, lines
of business).
Define the subsets of customer experience
metrics.
Measure how customers
perceive their experiences with the organization.
Define a consistent set of customer
experience standards across the
organization.
Align the customer experience strategy
to project evaluation, funding &
prioritization decisions.
Maintain a dedicated queue of customer
experience improvement
projects.
Adjust CX program tactics or resource allocations based
on outcomes.
Train employees to deliver on their part of the organization's
customer experience strategy.
Communicate the importance of CX
to every constituent.
Share customer understanding
with all employees.
Create an internal CX CoE
Blog.
Establish User-Centered Design
Approach
Research viability of channel
penetration.
Map total channel ecosystem.
Refine Web analytics
ecosystem.
Develop social listening/
connection platform.
Develop mobile-specific channel
strategy.
Develop Content Operations model (Strategy, creation,
activation).
Develop campaign
management platform.
Develop a CX Knowledge base.
Phase One Phase Two Phase Three Support Phase
CX Compass :: Phased, Modular Program Development
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
24
If you are a Customer Experience leader in your company and you want to learn about an exciting new way to approach cost, speed, risk, effectiveness and engagement in CX within your organization, we would be happy to start a dialog with you.
Customer Experience ProgramsCX PILOTS
Chief Customer Officer VP-Customer Experience VP-Client Services VP-Customer Satisfaction & Quality VP-Customer Operations VP-Global Client Insight SVP-Customer Success VP-Customer Care & Support VP-Sales Ops & Business Development Head of Quality & Planning Director-Customer Experience Director-Customer Experience Specialists Director-Customer Advocacy Director-Global Client Insight Director-Customer Marketing Director-Strategic Products Manager- Customer Experience Manager-Segment Analytics & Loyalty Manager- Customer Loyalty Development Manager-Customer Marketing Manager-Customer Voice CRM Department Leader Customer Experience Lead Customer Engagement Champion Manager of Customer Excellence Deployment
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Clie
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Are
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Customer Experience ProgramsCX PILOTS
About CX Pilots
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CX Pilots is a new voice, idea and approach to CX programs. Our strategic approach helps the C-Suite down to the front line, close the gap between the organization and its customer while lowering the cost of CX Program implementation. 100% of CX Pilot’s program implementations decrease the risk inherent in embedding Customer-centricity into the organizations while speeding up the cycle time to start seeing quick wins. We are momentum-builders who know how to create internal coalitions, eliminate program and adoption friction by partnering with leadership on the goals and initiative execution, and engage employees in incremental digestible change programs and that ultimately yield critical CX outcomes. CX Pilots predicates is success on more meaningful, in-depth and precise CX Maturity assessments that are built custom to each organization.
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Modular Customer Experience Pilot Programs CX PILOTS
©CX PILOTS cxpilots.com Steven Keith, CX Program Architect steven@cxpilots.com (919) 771-5219
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Low Risk Quick CX Wins Designed for Your Organization
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