Customer Experience creates value when it goes beyond activities and connects to what matters most to the business.
During this week’s World of CX Breakfast Conversation, Dr. Lucy Kiruthu and Duncan Juma opened up a conversation on the connection between Customer Experience and business success, exploring how CX professionals can move beyond measuring activities to demonstrating the value CX creates for the business.
Here are 10 lessons from the conversation:
🌟 Customer Experience should be part of the business strategy. When CX is connected to what the organisation is trying to achieve, it becomes easier to understand its role in creating business value.
🌟 CX activities are only part of the story. Surveys, coaching, quality monitoring and process improvements show what we are doing. The next step is understanding what those activities are creating for the business.
🌟Customer metrics become more meaningful when connected to outcomes. NPS and CSAT show how customers perceive their experience. The bigger question is what those results mean for referrals, repeat business, revenue, or customer lifetime value.
🌟 Measure what helps connect CX to business value. The right measures help organisations understand how changes in the customer experience relate to the outcomes that matter to the business.
🌟 Let business priorities guide the CX conversation. Understanding what the organisation is working towards helps CX professionals focus on the outcomes that matter most to the business.
🌟 Look at CX value across the organisation. Customer Experience can involve Marketing, Operations, HR, IT and other functions. Understanding how these contributions connect gives a broader view of the value being created.
🌟 Connect customer feedback to business decisions. Customer feedback and data become more valuable when they help the organisation understand what needs attention and how those insights can contribute to better business outcomes.
🌟 Take accountability for the outcomes CX influences. Beyond completing activities or meeting CX KPIs, the opportunity is to understand how our work contributes to moving important business results.
🌟 Make the contribution of CX visible. When we can clearly explain and demonstrate how CX contributes to business success, it becomes easier for the wider organisation to recognise its value.
🌟 Embed CX into how the business operates. When Customer Experience becomes part of the way the business operates rather than an additional initiative, it can become a growth engine connecting CX to positive business outcomes.
