CX Management: How to Engage Your Organization to Drive Impact
Your employees are an important part of Customer Experience Management – learn how to engage them to drive impact in your organization.
Often, when discussing Customer Experience (CX), we talk about the reporting solution, overall process, automation, design, and so on. Yet, even if we have all of that down to perfection, there is one major component that cannot be forgotten – employees. After all, they are the ones who drive the true impact of your customer experience solution.
To truly integrate your employees into your CX program, you have to lead with the right mindset. Take a look at three principles and steps you can take to engage your team and drive it to excellence:
1. CX is a program, not a survey or a tool.
If you think it’s enough to simply have a CX solution set in place, you’re in for a surprise. You shouldn’t expect everything to improve simply because you have a CX tool – technology is the enabler. You need to embed customer experience values and foster a customer-centric culture in your organization.
- Provide every employee with access to all relevant data.
- Make sure to measure progress continuously and promptly, so that the success of taken measures is visible.
- Implement best practice sharing, allowing employees to learn from their colleagues’ experiences.
- Foster internal communication and establish regular workshops, giving all employees the opportunity to actively participate in the development of customer-centricity. Intensively discuss different possibilities for improving the customer experience.
- Do not forget to use the workshops to discuss the current management processes. After all, a Customer Feedback Management Program can also become a new touchpoint within your company, as an additional interaction is created between the customer and the company. Therefore, make sure to manage this process professionally. Implement process monitoring to gain insight into how the CX program is received by customers and whether it fulfills its goal.
2. Customer Experience is change.
When implementing a CX Management solution, especially on an operational level, it has a huge impact on all of your organization’s processes. It is important to manage the change carefully and avoid overtaxing your organization. To achieve that, you should have a platform that can follow the desired processes and not vice versa.
In the design world, we say design follows function – so, functionality comes first, then you design around that. The same logic applies here. You need to understand the established processes in your organization – what needs to be improved upon, but also, what is working well and should be kept. You should then adapt your solution to these processes, instead of allowing your solution to lead the processes. It is, therefore, important to choose a technology that best supports you in reacting quickly and flexibly to the new requirements of your organization. This allows you to enable all employees to participate in the further development of your Customer Experience Management Program by actively and continuously contributing their suggestions for improvement.
3. Last but not least, CX requires involvement from every single employee.
It’s not about engaging a dedicated team of experts. You need to be able to include the entire organization, all departments – everyone should understand the status of the experience you deliver to your customers. To do this, you need a professional customer experience platform. How do you develop that? Lead with the following funnel to make sure your dashboard communication drives impact:
If data is presented in a way that looks good, people are more likely to take the next step in understanding it. It’s as simple as that.
Consider the report users when developing the dashboard. Is it easy to navigate and use? If not, provide explanatory text, so that users can easily navigate and understand what they can find in each section. You should also create visualizations that can be understood with minimum effort. On top of that, use the multi-language feature if you’re a global company. And if your company has a visual language that is already learned or terminology that everyone understands – incorporate it. Furthermore, make sure the data is presented in a context your employees understand. How can you do this? Visualize a scenario to make it easy to spot the affected areas. You could even visualize the mood of customers by showing different pictures depending on their level of satisfaction.
Create a clear link between the data presented and business objectives. Don’t just list an experience study’s results, but rather present them in a way that indicates where your organization stands in relation to its overall objectives. Provide information that is directly related to your audience’s area of interest. Allow for personalized views of the results, letting users dive into their own world.
Transform information into tangible insights that enable precise actions. For instance, add proposals for actions and guidelines, making it easier for people to understand what kinds of actions they can take. Best practice sharing would also be quite useful. Implement a ‘Call to Action’ by alerting users if their attention is required. Make sure to build the dashboard around concrete business questions that matter to your target audience.
If your audience remembers insights, they are more likely to act when the decision is required – even if that’s a month later. Apply the latest techniques and create a lasting impression so your audience remembers what is really important.
Learn more about the steps in this funnel in our eBook 5 Steps to Compelling Dashboard Design.
Here are a few examples of customer-centric dashboards:
Involving your employees to make your organization truly customer-centric will not be an easy, overnight transformation. Start by applying the above-mentioned steps, one by one, and you will get the most of your customer experience solution.