How to navigate leadership and customer decisions in the search for CX success in 2023

As a CX professional, my main responsibilities are to help companies acquire new customers and increase customer lifetime value. But let's be real, it's not always easy to know where to focus Customer Experience efforts in order to get these results.

In an effort to help the CX community as well as executive leaders, I made this YouTube video to help us all wrap our heads around the conversation surrounding customer acquisition and customer lifetime value.

First of all, it's important to understand the key customer experience moments that become the foundation CX success. For me, this is when customers consider our brand and when they commit to our brand. These moments happen at different points in the customer journey, and they require different strategies and resources.

In the consideration stage, customers are becoming aware of our brand and evaluating whether or not to do business with us. This is where reputation and reach overlap. To effectively target these customers, I work with CMOs to make sure we're utilizing social media, search, and traditional media in the right way. According to the 2019 Temkin Group Experience Rating, a survey of 10,000 U.S. consumers, companies that excel at customer experience have 1.5 times more engaged customers, 1.8 times more loyal customers and 1.6 times more customers who are willing to recommend the company.

In the commitment stage, customers have decided to do business with us and we need to make sure we're delivering on our promises. This is where reach and relationship overlap. I work here with COOs to make sure our landing pages, customer care interactions, and mobile apps are all up to par. According to a report by Forrester , companies that prioritize CX see a revenue growth of 4-8%.

Now, let's address the elephant in the room.....

The most important aspect of leveraging CX to acquire new customers and boost lifetime value is getting leadership on board. This is where I make sure to clearly communicate the importance of CX and the specific roles and responsibilities of different teams. For example, I ensure that social media touchpoints are managed by a dedicated team and that the customer journey for each persona is managed by a single leader. According to a survey by Gartner , 89% of companies expect to compete mostly on the basis of CX by 2020 so it's important to get the leadership aligned properly.

Ultimately acquiring new customers and increasing lifetime value through CX is a team effort and by focusing on two key customer experience moments, aligning teams and resources, and getting leadership on board, you set yourself and your company up for success.