Part One: Aligning Your CX Program
CX industry continues to face a very real business challenge: unifying the corporate CX strategy with the onsite, day-to-day customer interaction. Too often, customers experience uncoordinated CX touch points, which creates an appearance of disorganization for your business. In part one of this CX governance series, you will learn how to align your CX programs, so your customers receive consistent, well-structured opportunities to provide valuable CX data for your company.
If your CX program isn’t driving the expected CX outcomes you forecasted, start developing a governance framework. Your organization must establish a governance model that encompasses data collection, case management, and action planning, and then monitor the execution of that model to ensure consistency at every customer touchpoint. Here are a few tried and true governance best practices to kick-start your efforts:
- Audit and document cross-organizational surveys
- Establish a communication plan
- Standardize program design and performance metrics
These best practices will help your CX team build out the people, processes, and success metrics for on-going, CX program administration.
Audit and Document Cross-Organizational Surveys
The first step to establish a legitimate governance framework is to review your current CX surveys. What departments are sending surveys? What do those surveys contain? What is the overall objective of the survey and is it accomplishing that goal?
When you identify the consistencies and inconsistencies, you can start combining and streamlining your surveys. The more efficient you are at gathering CX data, the less likely you are to fatigue customers, and the more likely you are to generate a positive survey experience.
Establish a Communication Plan
When you establish a CX program, you need to ensure there is a consistent strategy both internally and externally. During survey deployment, how are you presenting your questions? What is the timing and priority on surveys? What is the overall branding and messaging of those forms of external communication? Regarding the internal strategy, what action plans and case management forms will you be implementing? Does the organization understand next steps with low OSAT results?
Outside of the actual program, you will want to create a consistent message for your organization around CX. To create CX champions, you must start by communicating your company’s CX vision and strategy. Driving a strong communication plan around the customer experience will drive strong CX results.
Standardize Program Design and Performance Metrics
Your CX program will not receive multi-year investments if it does not link to business outcomes. Your governance model should make your business objectives a common theme in all areas – reporting, surveying, communication, etc. Every policy you build out in your governance model should be justified against the business outcome and your organization’s goals.
Starting with these three areas will help launch you into a governance mentality. The next step is to establish a governance oversight committee and process so you can ensure you have the right people and processes established to focus your efforts on driving your CX programs. In part two of this governance series, you will learn how to kick-start the alignment of your organization’s various and often siloed departments.