When we hear from CX change agents about what it takes to run a successful customer experience program, they usually mention at least one of these three challenges:
The good news? These challenges can be overcome.
Finding the solution, however, will require you to embrace a few of what I call the hard truths of working in customer experience.
I’ve seen organizations adopt a few common mindsets that inadvertently hold them back, as well as CX pros who overlook key resources that can help them get ahead.
By facing these realities head on you can more quickly implement the best customer experience strategy for your organization.
“We prioritize the customer in everything we do!” I hear this a lot. And the IDEA of this is great. The execution and reality, however? Not so much.
The most brutal and unfortunate hard truth is that most organizations do not have a real strategy when it comes to customer experience efforts. They have ideas and wishes. They have metrics that don’t have real meaning. And they think one day of training will save them from themselves.
Organizations set themselves up for failure—despite their best intentions—if they do not clearly explain what a successful customer experience looks like.
Define your Customer Experience Mission to lay the groundwork for delivering a consistent customer experience, and create a CX Strategy Success Statement to empower every employee to champion that mission.
Customer surveys and feedback channels help us gauge how we’re doing overall, and they often point to new areas in the customer journey we can improve. However, survey responses reflect what just a small group of customers think and feel. And a lot of customer share feedback only if they feel strongly about something.
CX teams can run into challenges if their organizations place too much value on survey responses. In some cases, they build their entire strategy around surveys: Customer Satisfaction Scores (CSAT) become the No. 1 customer experience metric, survey response rates directly affect employee bonuses, and customer feedback dictates day-to-day work.
This culture may even encourage employees to pressure customers to give them positive feedback and survey responses, diluting authentic customer feedback — which is what you actually want to be making decisions based on.
So, what should customer experience teams do instead?
Customer experience teams can access more data than we know what to do with. It’s easy for CX leaders to enter an endless cycle of measurement and reporting, focusing on numbers and hitting the defined goals… but numbers mean little without the right background.
Voice of the Customer dashboards or other CX reports may become vanity metrics when CX leaders forget to position their data around these questions:
Before data analysis takes over your role, re-align on the purpose of your reporting. What metrics matter, how do they support the overarching business goals, and what do these metrics mean for business leaders across your organization?
CX teams can work tirelessly to enable customer-facing employees with the messaging and resources they need to deliver a great customer experience. But if employees are overwhelmed or burnt out, it’s impossible for them to show up fully for customers.
Unlocking the full potential of your customer experience efforts will require you to partner closely with human resources and learning and development teams to embed CX with the employee experience.
This process may involve educating organizational leaders about how the employee experience and customer experience are linked and why employees should be empowered to shape their experience. You will also blend your CX Mission and messaging into the entire employee journey, starting with the candidate experience, so employees are aligned from day one.
Our colleagues may not understand what we do, the hurdles we face, and the help we need.
I’m sure you have plenty else on your to-do’s, but ensure that connecting to the greater customer experience community is a priority so you can build a network of peers. This network is essential for having a group to bounce ideas off of, celebrate your wins with, and help you see things differently.
If you need help building your professional network and finding your CX support group, there are a few places you can explore:
A hard truth is that EVERYTHING can feel like a priority in customer experience. It’s up to us, as leaders, to prioritize the right efforts for the best results.
We’ve helped hundreds of teams reinvent their customer experiences for the past 20 years. If you’re feeling stuck deciding where you should focus your program, we’re here to help. Reach out to us here so we can start a conversation.