CMO & CCO: Customer-Inspired Growth?

Did you know growth is up to 8X higher when it's inspired by customer insights? How much of your growth is internally inspired versus externally inspired?

What kinds of customer insights are you sharing with managers who are planning new markets, business models, products, mergers and acquisitions, existing and new customers for existing products and markets, and strategies for efficiency and effectiveness?

CMOs and CCOs are in a powerful position to shape growth, customer-centricity, and enduring differentiation. You are collectors of customer insights. How you ask, analyze, and advocate CX insights is pivotal to your enterprise growth curve.

Ask: First, make full use of Almost-Free VoC (voice of the customer). This is unsolicited feedback and internal sources of customer insights. There is a wealth of inspiration waiting to be mined from all sources of complaints and inquiries, digital behaviors and recordings, customer-facing people, and so on. This is especially powerful, because customers say: "I was trying to do X, but then Y happened, and now Z is my consequence." Wow! You'll rarely get that from surveys. It abounds in almost-free VoC. Unless this is harvested, your big data is lacking rich, vital insights. Most importantly, short-sighted decisions are made strategically and tactically across your enterprise unless you are collecting and sharing almost-free VoC.

Analyze: Second, discover patterns in the data: when X happens, Y is twice as likely to occur, and so on. Combine various sources of data. Make full use of multivariate analyses. This is CX Intelligence. It's far more inspiring than raw VoC. Put as much energy into CX intelligence as you put into almost-free VoC and surveys.

Advocate: Third, share CX intelligence with everyone working on processes, policies, strategies, reviews, approvals, efficiency, and effectiveness. In fact, every nook and cranny of your enterprise can and should use CX insights as their performance standards and growth inspiration.

For specific recommendations, see my presentation from last week's United States Customer Experience Awards' CX Trend Talks. You'll hear how to guide brand essence and unserved, underserved, and overserved customer growth. You'll discover new ideas for CX insights shaping far more growth than usual in your business models, ideal customer profiles, market expansion, new product development, mergers and acquisitions, customer lifetime value, and strategic planning enterprise-wide.

NOTE: Enter your CX achievements NOW at International CX Awards!

This article builds on concepts introduced earlier this year:

How are YOU using CX insights to shape your firm's growth curve?

What You Can Do

1. Get a?sounding board?for work you have underway.
2. Request a?rapid action template session?to kickstart your progress in any area.
3. Enroll your senior leadership team and board in our 2-hour?C-Suite Guide to CX Growth?working session.
4. Enrich your experts' wisdom in this direction via?Experience Leadership for Experts and Executives.
5. Redirect your CX strategy to this sensible approach by encouraging all experience managers (customer, employee, partner experience) to learn the full spectrum of skills needed:?Foundational,?Intermediate,?Ongoing.

Author?Lynn Hunsaker?is Chief Customer Officer at ClearAction Continuum:?virtual mentoring for automatic experience excellence.?ClearAction.com Experience Leadership Mastery

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