How can you build and maintain relationships with stakeholders in CX?

The first and foremost step to be done is to understand who your stakeholders are. While there would be a central team that manages CX, there are multiple other teams who would get benefited from it and hence, its important to ensure that there is a clear line of sight who these folks are. Conduct a thorough stakeholder analysis to identify all parties with an interest in your CX initiatives. Use stakeholder mapping tools, surveys, and feedback mechanisms to ensure you've identified all relevant stakeholders. Create a clear stakeholder list and categorize them based on their influence and interest.

Use Luma Insitute’s Stakeholder Mapping exercise to identify all relevant stakeholders. The LUMA Institute's stakeholder mapping recipe involves three key steps. First, identify the primary stakeholders involved in the challenge or project. Second, map out the relationships and connections between these stakeholders to understand their interactions. Finally, assess the level of influence and interest each stakeholder has in the project to prioritize and focus engagement efforts effectively. This structured approach helps teams navigate complex stakeholder landscapes during the design process.

Identifying your stakeholders is like creating a map of the people involved in or affected by your Customer Experience (CX) efforts. Picture it as sorting them into different groups based on how much they care about CX and how much power they have to influence it. This way, you can tailor your communication and engagement plans for each group, ensuring you address their unique needs and expectations effectively. It's a bit like understanding who holds the steering wheel and who's along for the ride in your CX journey.

Criar relacionamentos com áreas estratégicas é um bom início. Costumo trabalhar a experiência do cliente paralamente à experiência dos colaboradores, desta forma, estreitar o relacionamento com a área de Recursos Humanos , por exemplo, se torna essencial para o sucesso de um bom plano de CX. Entender as dores dos colaboradores e a cria??o de um programa de embaixadores, fará com que você consiga disseminar melhor a importanvia da centralidade no cliente por toda a empresa, ganhando assim, um representante nas demais áreas da empresa.

L’importance est aussi de travailler sur ce sujet avec l’ensemble des parties prenantes afin de cibler une segmentation pertinente ex supply, trade marketing, finance etc )

*Taking in* information from your stakeholders is just as important as communicating messages to your stakeholders. You need to understand the forces and expectations shaping their work lives. Sometimes the CX center of your world is not the center of their world, which is okay. But you may need to factor that information into your own planning.

If you haven’t already, establish a routine cadence for updating leaders and stakeholders on key customer performance metrics. In my experience, sharing quarterly performance results that spotlight customer experience issues is like having a candid conversation with leaders and key CX stakeholders. It's like opening a window into the challenges we face and the opportunities for improvement, creating a shared understanding of our journey. By doing this regularly, you not only keep everyone in the loop but also invite their insights and collaboration, turning CX into a collective effort where leaders are actively engaged in making our customers' experiences even better.

Once you have the defined set of stakeholders, it becomes imperative that you have to ensure clear communication amongst them for any initiatives that are being undertaken. Establish clear and open lines of communication with stakeholders. Use multiple channels such as meetings, emails and reports to keep them informed. Develop a communication plan that outlines how, when, and what information will be shared with each stakeholder group. Tailor messages to their specific interests and concerns.

Think of it like this: once you've identified everyone involved in your Customer Experience (CX) journey, the next step is to talk to them in a way they like. It's a bit like choosing the right tool for the job—whether it's email, phone calls, video, or face-to-face meetings. Speak their language, avoid confusing terms, and keep them in the loop with regular updates. It's all about making sure everyone knows what's happening and feels part of the journey.

Nada mais eficaz na comunica??o com as partes interessadas, do que a "tradu??o" ou correla??o da estratégia e métricas e CX com a estratégia e métricas da estratégia de negócio que cada stakeholder lidera. Por exemplo, se o stakeholder lidera a eficiência logística da empresa, as informa??es de VoC tem que estar correlacionadas com as métricas de eficiência logística. Levar "apenas" o NPS e seus desdobramentos, n?o tem tanto efeito, do que se levar correlacionado com indicadores de OTIF, por exemplo. Qual valor a estratégia de CX agrega para a estratégia de negócio? e para a estratégia que cada stakeholder lidera? Esse é o caminho de comunica??o e alinhamento perfeito.

This is the tough part! Now, what might look like an important point to you might not be of relevance to the stakeholder with whom you are operating. Therefore, it becomes critical that any goals / initiatives that are being worked upon have a common consensus when it comes to establishing and being run. Foster collaboration by involving stakeholders in CX decision-making processes. Ensure alignment by sharing the company's vision, mission and CX goals. Hold regular cross-functional meetings, workshops, and focus groups to gather input from stakeholders. Create alignment through shared objectives and KPIs.

Je conseil aussi de nourrir cet exercice d’exemples concrets suite par exemple à des benchmark ou customer feedback / survey) et analyses des litiges ( root cause)

Alinhar as expectativas dos clientes com os stakeholder é muito importante, porém mais relevante ainda é correlacionar a voz do cliente com as métricas operacionais e de negócio que cada stakeholder é responsável. Com isso em m?os é também bastante importante, manter um ritual periódico de alinhamento e acompanhamento do sucesso da estratégia na vis?o do cliente.

No collaboration is complete without conflicts / risks :) Address conflicts proactively by creating a conflict resolution process. Identify and mitigate risks to CX initiatives. Develop a conflict resolution protocol, and train teams on conflict management skills. Conduct regular risk assessments and create contingency plans to mitigate potential issues.

Il est important de pouvoir aussi s’appuyer sur des analyses quantitatives et qualitatives et ne surtout pas négliger le change management à tous les niveaux de l’organisation sous l’égide ?? change start @ the top??

In any project, conflicts and risks are inevitable. Proactively managing these challenges is crucial to maintain stakeholder trust and keep projects on track. Addressing conflicts swiftly and effectively prevents them from escalating and derailing your CX initiatives.

Se despir de todo ego é uma competência chave para um bom profissional de CX, geralmente há conflitos quando profissionais de CX se colocam como responsáveis pela experiência do cliente. Deixar claro que os protagonistas na entrega de valor para uma boa experiência do cliente é das áreas, dando muita crédito e respaldo para os stakeholders, e que a área de CX é um facilitador, evitará que conflitos ocorram ao longo do caminho. Somos parceiros, estamos aqui para ajudar e apoiar, n?o para competir.

Seek to understand. As you build relationships with key stakeholders, take a genuine interest in their world. Learn about their challenges and goals. Understand the pressures that they are under, and how those impact their approach and decisions. When you start from a place of common understanding, you can work much more effectively toward a collaborative strategy that will improve CX.

Ensure that all stakeholders are working towards a common goal, i.e., improving customer experience via innovation. Consistently deliver on promises and commitments to build trust. Show empathy and actively listen to stakeholder concerns. Personalize interactions, provide exceptional customer service and engage in social responsibility initiatives that align with stakeholder values.

Il est en effet important de célébrer les succès certes mais aussi d’apprendre des ??échecs?? de fa?on collectives afin notamment d’étudier des scénarios, leviers alternatifs

Ensure that whichever initiatives that are being run with stakeholder alignments are reported effectively and accurately. Continuously monitor and measure CX performance using metrics and feedback. Use data-driven insights to identify areas for improvement. VOC Programs, NPS Surveys, analyze customer journey maps to make data-informed decisions. Regularly update and adapt CX strategies based on findings.

Il est crucial en effet de pouvoir mettre en place des indicateurs de suivi définis avec l’ensemble des parties prenantes pour mesurer les succès, progrès et axes d’amélioration

A melhor parceria é aquela que dá frutos. Nada melhor do que medir, acompanhar e celebrar juntos as evolu??es na linha do tempo.

Think like an MBA when considering your pricing strategy. There are multiple pricing strategies you can pursue. Below are 3 that I have found helpful. Google for more options. Value-Based Pricing sets prices based on perceived customer value, considering needs and competitive factors. Cost-Plus Pricing determines prices by adding a markup to your service costs, ensuring profitability. Penetration Pricing involves setting low initial prices to gain clients quickly and attract customers. Each strategy addresses distinct business objectives and market dynamics so remember to think like an MBA!

Stay informed about industry trends and changes that might affect your stakeholders. Be flexible and ready to adapt your CX strategies in response to changing market conditions, stakeholder needs, or new opportunities. Being adaptable and informed about industry trends shows stakeholders that you are proactive and committed to staying ahead in the field of CX. Flexibility in responding to changing stakeholder needs or market conditions is essential for maintaining strong, relevant, and effective stakeholder relationships.