How do you create and communicate a compelling customer experience vision and roadmap for your organization?

For creating and communicating a compelling CX vision and roadmap, it’s crucial to ensure alignment across all levels of the organization. With my experience at Unidas, I’ve learned the importance of defining a clear vision that captures our brand values and customer promise, ensuring that this is understood and embraced by every team member. It's about creating a journey that all stakeholders can envision, from frontline employees to senior executives, making CX a core part of the company culture. Effective internal communication, training, and continuous feedback loops make this vision a reality.

Defining your CX vision requires an outside-in perspective - what does "the" customer really need & expect, what personas are representing these needs & expectations, what is the value the customer would like to get out, how are the benefits, values and outcome realized and measured from a customer perspective, what is the customer journey with all the touchpoints (digital, manual, human, etc.) and the different personas. It might be helpful to fully understand the status quo too - how is the CX today considering the CX vision specified above - just to have a reality check.

Die Herausforderung von CX besteht darin, dass sich diese zumeist nur durch Zusammenspiel von mehreren/allen relevanten Abteilungen mit Kundenzugang einstellt. Es müssen also alle Beteiligte dasselbe Verst?ndnis für die jeweilige Kundensituation haben. Nur dann entsteht Customer Experience. Aus meiner Erfahrung fehlt es zu Beginn eines Projektvorhabens h?ufig an diesem gemeinsamen Verst?ndnis in unterschiedlichen Bereichen der Unternehmen. Für die Definition einer CX-Vision, die als funktionierende Blaupause für das folgende Projekt dienen soll, ist ein Mindestma? der hier Beteiligten wichtig oder muss in diesem Zuge geschaffen werden.

Los mejores planes de CX son aquellos que cuentan con el compromiso de la alta dirección y de la organizacion, lo cual se genera involucrandolos en todas las etapas de la creacion de la vision y hoja de ruta. ?Como se les involucra?, asegurando que escuchen la voz de los clientes (por eso la importancia de las mediciones) que recorran la experiencia, a nivel de todos los momentos de verdad, no solo compra, sino postventa, reclamos, etc y que sepan traducir y priorizar en base a los dolores e clientes.

Many would turn to consultancy to perform the assessment and provide recommendations. Here are few steps you could consider if undertaking the assessment internally: -identifying gaps in your current CX strategy, understanding your organization's strengths and weaknesses, or setting a benchmark for future improvements. -use a CX maturity model to guide your assessment. These models typically include stages such as initial, developing, mature, and optimized. -compare your organization's CX maturity to industry standards. -create a detailed action plan. This should include specific steps to improve your CX maturity, who is responsible for each step, and a timeline for completion.

I want you to know that understanding your current CX maturity level is crucial to planning a successful CX roadmap. As an aftersales leader, I've found that customer journey mapping is an invaluable tool for visualizing the customer's experience and identifying areas for improvement. Collecting customer feedback through various channels, including surveys and social media, provides direct insights into customer satisfaction and loyalty. Moreover, analyzing customer experience analytics and customer lifetime value can help prioritize CX initiatives based on their potential return on investment. This approach has driven growth and enhanced customer satisfaction in my work at Electrolux.

Una herramienta para realizar un diagnóstico de madurez de una organización en CX es usar algunos de los principales Frameworks de Experiencia. Mi recomendación sería el Framework CX de IZO, aunque otros frameworks sugeridos podrían ser la Onda del Cliente de DEC o el Framework de la CXPA

Here is a list of what to consider if you are self-assessing your company's CX maturity: - How you track your progress against a program roadmap - How you keep employees and partners informed about the value and progress of your efforts - How you create mechanisms to enhance key CX skills across the organization and motivate employees to adopt customer-centric behaviors - How you distribute tailored insights to stakeholders that make it easy for them to take action - How systematically you follow up with customers - How you make improvements to operational processes based on customer experience insights - How you make strategic decisions based on customer experience insights

As we embark on the journey of enhancing customer experiences, it's essential to know where we currently stand. Reflecting on my own experience, conducting a comprehensive assessment of CX maturity helped pinpoint strengths and areas for improvement. By sharing tangible examples of this assessment process, we can learn from each other's strategies and collectively elevate the maturity of our customer experiences

I have found focusing on input goals to be a lot more effective than focusing on output goals. If you control the inputs well, output will follow. Example is how quickly your check your customers in or pick up their phone or fulfill their orders. If you do the inputs well, CSat as an output will follow.

Setting clear goals and metrics is the compass that guides your CX journey. In my career, I've found that tying these goals to measurable outcomes ensures a focused and purposeful approach. Share instances where specific CX goals led to tangible improvements, providing a roadmap for others to follow. Let's empower each other by highlighting the metrics that truly matter in driving exceptional customer experiences

?? Establish measurable CX objectives. 1. Define specific, achievable goals aligned with your vision. 2. Choose metrics that accurately track progress. 3. Ensure goals are understood organization-wide. Clear goals and metrics drive focused CX enhancements.

Setting SMART CX goals and metrics is essential for aligning efforts with the CX vision and closing identified gaps. Define specific, measurable, achievable, relevant, and time-bound goals that correspond to desired improvements in customer satisfaction, churn reduction, or loyalty growth. For example, aim to increase satisfaction by a certain percentage within a specified timeframe by enhancing specific CX aspects. Similarly, establish targets for reducing churn or enhancing loyalty through targeted CX initiatives. Regularly monitor progress and adjust strategies as needed to ensure alignment with overall CX objectives.

These should be designed around problems you wish to fix or metrics you wish to move in one way or another. If you have a specific need you can set better smart goals quicker.

Eine gute Customer Experience ist kein kurzfristiges Ziel, sondern ein fortlaufender Verbesserungsprozess. Um erfolgreich zu sein, bedarf es einer klaren Roadmap mit messbaren Meilensteinen. Leider stelle ich in der Praxis sehr oft fest, dass sich viele Customer Experience Roadmaps ausschlie?lich auf Systeme und Prozesse konzentrieren, w?hrend die Rolle der Mitarbeiter, die Organisationsstruktur und die Kundenbedürfnisse vernachl?ssigt werden. Eine ganzheitliche Herangehensweise, die diese Aspekte berücksichtigt, ist entscheidend für langfristigen Erfolg.

Eine CX-Roadmap für den Wandel hin zu erfolgreicher Customer Experience ist vergleichbar mit einer Pyramide und verschiedener Layer. Unten im Fundament muss die Technologie definiert werden. Darüber liegen Organisation und Prozesse und ganz oben an der Spitze schlie?lich liegt der dafür n?tige Mindchange. Die Herausforderung wird erfahrungsgem?? von unten nach oben gr??er.

??? Outline the steps to achieve your CX vision. 1. Break down goals into actionable initiatives. 2. Prioritize efforts based on impact and feasibility. 3. Set timelines for implementation and review. A well-defined roadmap navigates your journey towards CX excellence.

Define a clear vision and set measurable objectives aligned with your company’s mission. Assess the current state through customer feedback and internal evaluations, and identify key initiatives like implementing a CRM system, enhancing training, and introducing self-service options. Develop detailed plans with goals, timelines, resources, and KPIs. Create a visual timeline with milestones, engage stakeholders, and communicate progress regularly. Implement initiatives, monitor using KPIs, and adjust as needed. Establish feedback loops for continuous improvement, update the roadmap to reflect changes, and celebrate successes to maintain momentum and motivate the team.

Design Your CX Roadmap Create a Visual Plan: Outline a clear visual roadmap that details your CX strategy execution. Identify Key Initiatives: Include major projects such as launching new services or enhancing existing processes. Determine Resources: Specify the resources and roles needed to implement each initiative effectively. Manage Dependencies and Risks: Identify potential risks and dependencies that could impact execution and plan mitigations. Set Milestones and Deliverables: Establish key milestones and deliverables to monitor progress, such as reports, dashboards, and presentations. A well-structured CX roadmap guides your efforts, ensuring alignment and accountability as you strive to achieve your CX goals.

Communicating your CX vision is one of the most crucial steps in creating a 'customer operating system'. Think about it like stating your intention to your colleagues, your customers, and your shareholders. Why are you asking for our gathering observational feedback? What will you do with it? and . . . how will people know their feedback was heard, valued, and acted upon? Sharing this publicly and following through increases your chances of success. When you are able to provide evidence of issues, and inefficiencies identified, solved and link the actions taken to impact for your organization and your customers, it turns monologues into dialogues.

Share your CX aspirations with the entire organization. 1. Use clear, compelling communication to engage stakeholders. 2. Regularly update on progress and celebrate milestones. 3. Foster a culture of feedback and collaboration. Effective communication ensures alignment and enthusiasm for your CX journey.

From my experience in the consumer goods industry, I think it's important to communicate your CX vision and roadmap to internal stakeholders and customers. A well-articulated CX vision can act as a differentiator in a competitive market. Regular updates and milestone celebrations keep the team motivated and build customer trust and loyalty.

To communicate your CX vision internally, keep it clear and inspiring. Use meetings, newsletters, and training programs to ensure everyone understands and supports the vision. Regularly update progress and celebrate successes to keep the team motivated. For external audiences, share your vision on your website, social media, and through email newsletters. Use stories and testimonials to show the impact of your initiatives. Regular updates and inviting customer feedback will build trust and show your commitment to excellent customer experiences.

The CX vision should be easy to communicate and should inspire the whole organization, independent of direct interaction with customers or not. Ideally everyone could recognize to a certain level how to contribute to the CX vision and identify with it. Ongoing and repeating communication about the progress, results and achievements. Direct customer feedback could be used to accelerate efforts and to energize the organization in the next steps for improving CX.

I firmly believe that its crucial to involve all touchpoints in this process to ensure their buy-in and alignment with CX goals. Identifying pain points and shaping the CX roadmap, that can deliver impactful solutions in milestones, driving the organization towards excellence CX.

For me Customer Experience is directly linked with Employee Experience, meaning the organizational culture and values, how leaders are leading, how employees are treated and developed, how people work together, this all makes a significant impact on defining, realizing and succeeding with the CX vision.

Define the Customer Experience Vision Develop the CX Roadmap Engage Stakeholders Communicate the CX Vision and Roadmap Foster a Customer-Centric Culture Monitor and Adjust By following these steps, you can create and communicate a compelling customer experience vision and roadmap that aligns with your business goals, engages stakeholders, and drives continuous improvement in customer satisfaction.

While business decisions are made with our heads, CX is a matter of the heart. Pour your heart into crafting your vision, and the rest will follow. Blend data & statistics with emotional drivers like trust, reliability & delight to foster customer advocacy and loyalty. Create a shared vision—CX is everyone’s job, and stakeholder alignment is crucial. Prioritise human aspects such as personalised interactions, empathetic support, & proactive service. Technology should augment, not replace, the human touch. Happy employees create the best customer experiences. Ensure your team is emotionally connected to the vision and passionate about it. Build a lasting vision that's agile enough to adapt to changing customer expectations and emotions.

?? Embrace continuous learning and adaptation. * Stay informed on emerging CX trends and technologies. * Encourage innovation and flexibility in your approach. * Build a resilient organization that evolves with customer expectations. A dynamic, learning-focused approach future-proofs your CX strategy, ensuring long-term success and customer loyalty.