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Article CX Strategy

How Are Your Customer Centric Program Stacks?

For all the time that most managers spend on tactical aspects of customer facing programs, the truth is there are really four levels at which change is created.

Program tactics

Adding mobile surveys or real time alerts are two examples of the many things that can be added or subtracted from a survey program.

Impact on the program

Targeting specific high level improvements in the program — like ROI or timeliness. The specificity and focus on these types of goals are the key factor.

Biz challenges impact

Aiming at specific business challenges like poor retention rates or heavy discounting pressure on renewal. Many other examples exist — but the main point here is connecting tactical VoC changes to specific core business challenges.

Designing a new business

The biggest challenge that an executive faces is changing the DNA or culture of an organization. To the extent that this type of vision exists, it can indicate a much more broad mandate for the VoC programs.

How's Your Vertical?

In order to really achieve customer excellence, key managers have to be able to seamlessly hover up and down between these different levels. There needs to be a sense in management meetings that nothing is done purely tactically — there is always a connection to core business challenges and even affecting the DNA of the company for the better.

Staying purely tactical has a typical outcome

Have you ever noticed that customer facing programs often seem to be sitting as independent efforts — not really connected and in no way part of a coherent overall plan?

Here’s the problem with that lack of coherence and alignment — it breeds a lack of commitment, alignment and energy — all of which are key to their success.

Thinking in 3D

The highly effective manager is always thinking in 3D — not just in customer facing programs but in any areas of managing a business. Moving between the narrow tactical focus and the higher level business challenges and company DNA is a key factor in any program contributing to overall business momentum.

Sep 20, 2014  

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Article CX Strategy

It's impossible for companies to focus on the 'easy' market segments (ie. non millenials) and get comfortable with a less than competitive product or service offering. 

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