Playbooks

For customer experience (CX), employee experience (EX), partner experience (PX)

Playbooks to Multiply Value

Your fastest way to world-class practices for higher growth.

A. Sync Customers

B. Sync Leadership

C. Sync CX+EX+PX Management

This is the crucial ingredient to giant gains via CXM: it pulls together everything in your entire business for seamless experience from the very start to the very end: consistent, issue-free, ease-of-doing-business via ease-of-work.

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What’s in Your Playbook:

• Step-by-step guide
• Template for action
• Pitfalls to avoid
• Multiplier factors
• Real-life examples of deployment
• Optional coaching and/or train-the-trainer

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Tailored to your situation (Gold or Platinum) — or Standard untailored version. Based on 35 years’ focus on multiplying CX value by engaging all organizations company-wide annually in solving and preventing issues for customers.

Your Playbook is kind of like a meeting-in-a-box, except:

• it’s your ongoing guide for setup and deployment of high-maturity, high-growth permanent practices.
• it’s affordable and immediately actionable do-it-yourself guides to what we previously arranged as consulting engagements of USD $9000 to $25000.

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Your Process:

1. Buy the Standard (not customized) or Gold (customized) or Platinum Playbook level you prefer.
2. You’ll get an online link to select your specific Playbook topic from the list below.
3. For Gold or Platinum, your selection opens the self-assessment that we’ll use to customize your Playbook to your situation.
4. You’ll receive your Standard Playbook within a day or customized Playbook within a week, or maybe as soon as the same day.

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You can meet with Lynn Hunsaker before and/or after this process:

ClearAction.com/oneonone/get-acquainted.

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A. Playbooks to Sync to Customers

• Proving Value
• Increasing Value
• Getting In-Sync

Proving Value

Choose any Standard Playbook ($500) or Gold Playbook (customized: $900):

1. Calculate CX Design Value: Quantify money value of enhancements, UX, DX, HCD, orchestration, etc. and link to business goals and business results.
2. Calculate Support Value: Quantify money value of FCR, AHT, CES, CSAT, KM, self-service, channels, etc. and link to business goals and business results.
3. Calculate VoC Value: Quantify money value of VoC, CJM, analyses, personas, etc. and link to business goals and business results.
4. Choose a Platinum Playbook, $1800:
   Customer Lifetime Value:
   identify profit-takers and profit-makers; current, future, and strategic profitability of your portfolio of customers; 6 ways to prioritize efforts for customers, by Revenue, Cost, Profit, Length of Relationship, Lifetime Value, or LTV by Promoter Level.

Increasing Value

Choose any Gold Playbook, $900 each:

1. Core-Growth Customers:
   intersection of customers’ spend x costs to serve.
2. Ultimate Aims:
   guide all you do by top 2-3 themes for what customers, employees, and partners are pursuing in their life or business.
3. Top Gaps:
   show top 2 priorities for each organization across your enterprise for stopping bad CX/EX/PX and creating new value in CX/EX/PX.
4. 6 A’s Workshop:
   outer-loop guide for 1-day deep-dive for any organization in your company to Absorb what customers Asked, Adopt responsibility, and plan how to Apply root cause action and Account for progress and Applaud progress.

Getting In-Sync

1. CX in Employees’ Purpose:
   how to relate any role company-wide to customer experience wins and losses. Show them why customers pay their salary.
2. CX in Everyone’s Strategies:
   how to guide every non-customer-facing group and touchpoint group in syncing their annual strategy to core-growth customers’ goals.
3. Sync Value Prop + End-to-End Journey:
   how to revise value propositions to match realities of customers’ end-to-end journey, and vice versa.
4. Intentional CX = North Star:
   define how customers want to feel across their end-to-end journey and simplify this for everyone’s decision-making.

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B. Playbooks to Sync Leadership

• Connect the Dots
• Stop Silos
• Motivation

Connect the Dots

Choose any Standard Playbook ($500) or Gold Playbook (customized: $900):

1. Bonus Criteria:
   based on action progress to improve CX/EX/PX.
2. Internal Customer Experience:
   (ICX) guide for managers of all types to sync for efficiency and effectiveness with internal groups who rely upon outcomes of their work. Also shows how to talk to their internal suppliers constructively.
3. Agendas:
   get CX/EX/PX regularly on the agenda of everyone’s staff meetings and reviews of all kinds.
4. Executive Listening Sessions:
   how VP/Chief level execs can visit their counterpart (e.g. B2B customer firms, B2C channel partners, inter-dependent gov’t agency, etc.) without presenting or solving, just listening. Then, using findings to close the loop and for internal organizational learning.
5. CX+EX+PX in Corporate Pillars:
   show managers how pillars already depend upon and benefit customers, employees, and partners.
6. Policies Sync:
   guide to analyzing what’s in-sync and out-of-sync with CX/EX/PX in external and internal policies of all kinds.

Stop Silos

1. Silos Choking Growth:
   4 universal keys to smoothing 5 execution silos and 5 operational silos.
2. Siloed Cost Containment:
   how to use customer intelligence as basis for cost containment analyses and decisions, to avoid value damage and increase value growth for all parties.
3. Chronic Issues Sap Budgets:
   how to expand budgets in challenging circumstances by reducing causes of chronic issues bothering customers.
4. Shrinkflation:
   how to avoid shrinkflation, skimpflation, sneakflation, and inflation by focusing managers’ attention on reduing causes of price pressure.
5. Accountability:
   how to influence strong accountability of organizations and individuals, regardless of your managerial level or scope.
6. Throw Over the Fence Handoffs:
   how to create awareness and stop sloppy handoffs where problematic work process outcomes are thrown over the fence to customer-facing roles.

Motivation

1. CX = Business Outcomes:
   how to guide managers’ mindsets and communication habits to always link customers’ costs and gains to business costs and gains, and vice versa.
2. CX in Reviews & Rewards:
   how to embed customer-focus in reviews of all kinds and rewards of all kinds across your company.
3. Choose any Platinum Playbook, $1800:
   Cross-org Inter-dependencies:
   who depends upon whom, why, when, and so what. Internal and external supplier management for each organization, along with internal and external customer management for each organization. Includes re-thinking charters and performance criteria, reviews, and rewards.
4. Self-Reporting Team Recognition:
   recognize teaming together to create new value, prevent issues, solve root causes. Self-reporting team recognition portal shows employees the criteria for scoring each section of the entry form, judges give constructive feedback to each entry, quarterly winners meet score threshold, non-winners re-submit in future quarter, recognition is low-cost yet coveted visibility and perks, quarterly winners apply for annual President’s Award.

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C. Playbooks to Sync CX+EX+PX

• Who You Serve
• How They Serve

Who You Serve

Choose any Standard Playbook ($500) or Gold Playbook (customized: $900):

1. Stakeholder Inventory:
   your personal guide for motivating and removing roadblocks for everyone you depend upon for great CX/EX/PX.
2. Stakeholder Lingo:
   discuss and report CX/EX/PX in phrasing and rhythms of each organization inside your company.
3. Internal Marketing:
   translate CX/EX/PX care-abouts to managers’ care-abouts for a portfolio of channels/communications engaging them in CX/EX/PX progress.
4. CX+EX+PX Sync:
   guide to syncing approaches for customers and employees and partners experience management.

How They Serve

1. Partnering & Trust for Intended Outcomes:
   how your CXM team comes across to your stakeholders, and what to do to increase managers’ engagement with CXM overall and in each meeting’s intended outcomes. Useful for any function, too.
2. CX+EX+PX Council:
   raise their mission to silo-smoothing, empowerment governance, syncing accountability.
3. CX+EX+PX Champions:
   selection, communication, development, and engagement with CXM core team and within their own organizations.
4. Choose a Platinum Playbook, $1800:CX+EX+PX Strategy:
   senior leaders’ shared vision for how customer-centered business will maximize value; your outline for VoX → Intelligence → Corporate Strategy → Culture → Improvement & Design → Internal Engagement → External Engagement → Loyalty & Business Results.

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Lynn is a Certified Quality Manager, and Certified Customer Experience Professional, Certified Myers-Briggs Type Indicator Practitioner, California Certified Teacher, and Certified Professional Marketer. She has an Associate Degree in Psychology and BS and MBA in International Marketing and Finance. Lynn taught 24 university semester courses, and she is an award-winning past president of Silicon Valley American Marketing Association and served on the CXPA global Board of Directors. She led company-wide CXM in 2 fast-paced global manufacturers across 15 years, starting as Voice of Customer Manager in Strategic Planning, and rising to Head of Corporate Quality.

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(For questions, or to arrange in-person workshop(s), send a note to Success@ ClearAction.com, or set up a 15-minute call.)

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Playbooks

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