Posts

Follow the Chain of CX Value to Drive Impact

Done right, CX is a business discipline where organizations thrive by investing in an improved customer experience. That notion is largely accepted, even though it’s not always practiced.

The challenge there is knowing where to invest.

Success requires finding the sweet spot where an improved experience leads your customers to spend more with you, stick around longer, and/or engage with you in less-costly ways.

So how do you find that sweet spot?

By working the issue backward and managing it working forward, through the Chain of CX Value.

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Six Ways to Show B2B CX Value

After more than 150 hours of interviewing CX leaders – and surveying 200+ more! – it’s clear that one thing separates the best from the rest:

The best CX programs start, end, and do everything in between, based on how their efforts will add value to the business.

Some companies start with their survey scores, then try to validate that the scores matter. Others never do that, and just hope improving survey scores will lead to higher loyalty.

The best – those we call “Change Makers” – start by understanding how the business generates value from an improved customer experience, then ensure that every activity is focused on achieving that outcome. Read more