Project Description

https://clearaction.com/podcast/why-customer-experience-management-is-backwards-today/

Why Customer Experience Management is Backwards Today

Lynn Hunsaker, Chief Customer Officer, ClearAction Continuum

customer experience management strategyLoyalty … Service … Design … Culture is the order most firms’ management of customer experience. It’s expensive in remedies, programs, technologies, talent, productivity, relationships and lost opportunities. Turn this around in 3 steps for a customer-centered foundation that yields massive savings and ongoing growth in revenue, profit and industry leadership. Lynn Hunsaker, former Head of Corporate Quality at Applied Materials and Strategic Planning manager at Sonoco, explains how a bolder, preventive approach to customer experience management is practical and growth-promoting.

 

CX Strategy Quiz

#1. Which CX strategy approach will have greatest impact? ? "Impact" means strategic, financial and sustained progress

Like financial implications of every decision, customer experience is affected by every decision. In fact, revenue comes from customers; hence, it’s ideal to integrate customer experience insights and impact as a foundation and consideration in every objective, policy, process, etc. (This is explained in the article: What is Customer Experience Ecosystem?)

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#2. The best way to start your customer experience strategy is: ? How do other initiatives thrive in your company?

It’s irregular in most business endeavors to rush out and buy, or to use trial-and-error or narrow approaches for strategic initiatives. What’s best is to take inventory of lessons learned, progress underway, and so forth, then conduct a stakeholder analysis to understand success factors, caveats and resistance factors, and then to socialize a plan. CX is too important to costs and revenue to do otherwise. (This is explained in the article: Strategic Customer Experience Action on Voice of the Customer)

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#3. Which corporate strategy approach will have greatest impact? ? "Impact" means strategic, financial and sustained progress

Consider well-liked brands like Disney and Ritz Carlton: top executives were crystal clear about how customers should feel across their end-to-end journey with their brand. This permeated everything: who’s on the board, who’s hired, and how onboarding, reviews, development, budgeting, and so forth are done. CX is not an either/or, but rather, interwoven. (This is explained in the article: CEO’s Guide to Growth Through Customer Experience Alignment)

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#4. B2C vs. B2B customer experience strategy: ? Read ALL choices before selecting one

Customer-facing needs can differ widely between retail/consumer environments and non-retail/business environments. Yet the silos that exist at headquarters and other non-customer-facing areas of a B2C company are remarkably similar to those at B2B companies. This is why culture and organizational adoption and accountability for CX performance transcends industries and sectors. Maturity is less about specific practices and more about mindsets, handoffs and results. B2B has many of these things inherent in dedicated account management. (This is explained in this article: Are B2B & B2C Customer Experience Management Different?)

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#5. If we do not strive to make CX a context for overall management: ? Read ALL choices before selecting one

Competing agendas slow-down CX progress, especially when a lot of change is underway in economic growth or downturns, or organizational leadership. (This is explained in this article: Growth Through Customer Experience Momentum)

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Results

Awesome! Thanks for being a strong force for CX maturity. Signup your department for ClearAction Value Exchange membership to build collective capability in influencing Ease of Doing Business & Ease of Work, the vital 2020s competencies for customer value growth!

Customer Value Exchange

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Let’s discuss what will work best in your organization: CX Coaching or Let’s Chat

CX Coaching

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