If your company initiated a customer experience program in the last 3 years and you haven’t seen the results you expected, you probably missed one or more key success factors.
- Defining the goal – the point of this blog post.
- Aligning resources
- Measuring improvements
- Communicating progress
Defining the goal is critical because the other success factors depend upon doing it well. The problem I’ve seen most often is that companies initiate customer experience programs for the sake of rolling out programs. Their goals include things like:
- Complete X customer interactions each month
- Deliver >10 recommendations for key clients this year
- Interact with Y customers each quarter
- Invite my customers to an ‘executive event’ this Spring
But these companies miss a key distinction. Customer experience programs aren’t the end goal. The goal is to improve relationships with customers that are meaningful to customers – in a business context. Instead the goals are closer to something like:
- Improve revenue
- Increase customer retention
- Align our capabilities to customers’ needs
If you define the goal poorly, you start off on the wrong foot. Everyone lines up to do what you asked but they’re headed in the wrong direction. You wanted X customer interactions each month? Boom! Done. Deliver >10 recommendations to our key client? Done!
The pivot point is that defining the goal is the first step to success in improving your business. After all, that is the goal, isnt’ it? Do it wrong and your chances of success are slim. Not impossible, but low. Subscribe here to get notified when I post the next in this series – Failing to Align CX Resources.