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Editor's Desk CX Strategy

Write The Intro Letter To Your Customers First

In a Linkedin discussion, a member who was taking a new role as CX Manager was asking what she should put in her ‘intro’ letter to big customers.

There was a lot of ideas from different people including myself — a lot of it had to do with aligning the letter to what the customer would want to know, understand and hear.

At the same time, the underlying goal of brand development could also be met — by touting the fact that the company was creating such a position. It implied greater customer centricity that other companies that lacked anyone in that role, and if that was competitors, then it represented a brand advantage.

Then suddenly a thought occurred to me. Why aren’t we writing the customer letter (introducing the initiative) before we create the program framework or in the case of a CX manager role, before writing the job description.

The key question: should the letter have been written before the job description?

Surprising as it seems, the problem with a lot of customer facing initiatives is that they’re not customer centric enough. Not because there wasn’t a desire. but because there wasn’t a clear enough focus to what customers would want from the initiative. As a result, companies create what they want from the initiative — rather than designing it directly around the customer.

Entrepreneur’s bias: take the quickest route

Maybe, it’s from years of entrepreneurship but I often favor an agile approach to creating stronger programs. I like using the tricks garnered from other entrepreneurs who are short on resources and time, but still want their investments to really count.

Write the intro letter to customers first

If you think about it for a minute, it makes sense. You’re going to do it later anyway. The sad thing is, for many companies, that’s the first time they really think from the customer’s perspective — when they have to sell what they’ve ‘created’ to the customer.

Begin from the end

If you write the customer letter first (not that you can’t tweak it later), then that will get you thinking about the ‘deliverables’ from the outset — from the customer perspective. if we go back to the example of a new CX Manager position, then writing the letter introducing the role to your top customers will create laser focus on:

  1. Creating a job description that delivers ultimate customer value
  2. Hiring the right candidate to fill the role

‘Begin with the end in mind’ isn’t a new idea (Steven Covey made it famous in the 7 Habits of Highly Successful People) but maybe this takes it one step further than most do.

Dec 9, 2013 | Original Link

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