I remember the joy of getting a new Lego set as a kid, and I see the same joy in my kids now, when they do. It’s hard to contain the temptation to rip the box open, dump the pieces out, and start building. Inevitably, I’d end up with something that kinda sorta looked like what was on the cover of the box, and always, a few ‘extra’ pieces left over.
The same temptation exists with new CX toys.
You get a voice of the customer (VoC) platform like Qualtrics and pump out a survey, because you can and it’s so easy! You buy a state-of-the-art journey orchestration engine (think Usermind), build a journey, and get creative with some actions! In both cases, more likely than not, you end up with something a little ugly and not very useful.
Look closely at the picture on the cover of the Lego box. The Eiffel Tower has only four legs and the X-Wing Fighter’s wings don’t stay open all the time. Do you want to smooth the onboarding process? What actionable information do you want from your survey?
Heart of the Customer’s Nicole Newton recently explained the Five Questions you need to answer to drive customer-focused change. Consider those questions the cover of your CX box:
Answer these questions at the beginning of any project or you will not know what the end result is supposed to look like.
If you leave the Legos in a big pile, it’s going to take far longer to find the right pieces as you build. And sometimes, you’re going to choose the wrong piece and end up with a slightly crooked model. So begin by sorting the LEGO pieces and looking at the directions.
You decided on the journey and the customer. Now write out the steps. Clearly outline each touchpoint in your customer’s journey. Decide what actions will need to be taken at each point. If a customer is stalled at a step, do you send an email or do you put a task in the CRM to have a sales rep call the customer? Identify the data sources. You have to know where the data comes from before you get started, otherwise it’s like building a Lego model without one of the bags of pieces. It’s just not going to work. Make sure you have the right resources (people, tools) to get things done. In my case, having my dad help with the Lego project was always a good idea.
There might be some confusion, maybe a little scrambling, but at this point, a 7-year-old can build the Taj Mahal. This is the easy part. Because of your planning, the execution is streamlined. Fewer hiccups make for a more fun day at work.
(nothing earth-shattering here; once the planning is done the steps are straightforward)
Soak up accolades from others as they admire your Eiffel Tower, Taj Mahal, or Green Bay Packer helmet (that’s the kit I got for Christmas). Qualtrics will get you actionable information from customers. Usermind will give you measurable results to show the ROI of your work. You might not only be among the 3 out of 4 CX professionals to keep your job…you might even get promoted.