Prioritising Customer Experience in The New Year

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That “new year, new you” mantra is difficult enough to
achieve on a personal level, let alone an organisational one. As
companies return from the holidays, many of them will begin
assessing which milestones they want to pass in the new decade.
This is especially true (and challenging) for CX practitioners as
the business intelligence landscape will no doubt continue to
rapidly change.

Figuring these organisation-wide New Years resolutions out is
never a small task, but it’s not insurmountable, either.
Practitioners who want to tackle the new decade with gusto and

prioritise projects in 2020
can do so by following a few simple
steps.

Step 1: Review and Evolve Your CX Charter

A CX charter is a set of statements about a company’s
aspirations and its customer journey. If you’re looking to shake
things up in 2020, checking this living document is a great first
step for seeing where your organisation has been and where it could
go from here.

Don’t have a CX charter? Crafting one is another great way to
sort out CX prioritisation in the new year. A CX charter is there
to clarify your own priorities, and is not intended for public use.
As previously mentioned, the most effective CX charters contain a
set of aspirational, implicit statements meant to guide a
company’s experience vision, as well as a description of a
brand’s high-level customer journey. Whether you’re looking to
revamp a current charter or make a new one, this document is a
great place for practitioners to start.

Step 2: Audit Your Customer Journey

The next step that practitioners should take when reviewing CX
prioritisation in the new year is taking another glance at their
customer journey. Customer journeys typically consist of both high-
and low-level descriptions. The former consists of sales
funnel-esque steps like “buy” while the latter includes more
detailed steps, such as “I forgot to pay.”

While mapping customer journeys is useful for understanding how
they interact with a brand, there’s another layer to this
process: touchpoints. Auditing customer journeys allows
practitioners to assess customer journey touchpoints, decide which
ones are most important, and which ones might need a bit of polish;
this all factors directly into creating CX initiatives.

Step 3: Creating Initiatives

Once practitioners have identified problems to solve and
intelligence gaps to close, what’s the best way to get started?
It’s never a bad idea to begin with an abstract, high-level
problem statement. That may sound like the stuff of unproductive
meetings, but practitioners can follow this statement up by
breaking it down into smaller, more specific problems to solve.

This process, when executed in an agile way, enables
practitioners and their teams to both establish an overarching
vision of their organisation’s priorities and derive actual
projects and initiatives from that vision. This parallel dynamic
also enables CX practitioners to stay connected to their brand’s
mission and justify CX’s importance to seeing that mission
through.  

Step 4: Fit Those Initiatives Into Your Roadmap

While on the subject of seeing a CX mission through (and
justifying ROI in the boardroom), putting your initiatives on a
roadmap is a great way to track projects, evaluate changes, and
demonstrate to the C-Suite that CX prioritisation can yield
tangible results and performance markers.

If all of these tools prove anything, it’s that a little
structure can go a long way. Establishing a charter, identifying
customer journeys, creating initiatives, and charting those
projects on a roadmap can inexorably tie CX to a brand journey, and
thus stand a far greater chance of being a boon to that journey. CX
practitioners who rely on these prioritisation tools will have an
easier time establishing CX’s worth and reaping transformative
success for their organisations.

Want to learn more about these steps?
Read the full PDF here
or visit our Resource Center for more
info on CX how-to’s, hot topics, and more!

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