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10 signs your CX program needs to work harder

The following is a guest blog by Simon Herd, Director of Design Research at Sutherland Labs. For more information on Sutherland Labs, visit http://www.sutherlandlabs.com/

Many organizations have set up customer experience (CX) programs in the last 5 years, and they’re to be congratulated as it’s an important step to becoming an experience-led business.

CX programs don’t realize ultimate impact immediately, they have to prove themselves and earn trust within the organization and become true masters of their domain. Furthermore, the massive demand for talented CX professionals means that it can be difficult to get the right capability up and running quickly.

But once you have your team in place, how do you make sure resources are being directed in the right areas? Here are a few pointers for executives to watch for to help prioritize where CX capabilities should be directed to increase impact.

1. NPS/CSat scores but don’t have a clear sense of the why

NPS, CSat and other metrics are great as a warning signal of troubled waters, but they are limited in terms of understanding the ‘why’ – what’s motivating a positive or negative score? Engaging directly with customers to get to this ‘why’ – how people use services, when and where – gives context not only to negative scores, but also allows organizations to understand and build on positive experiences. Complementary activities such as social media analysis can add weight, but closer collaboration between CX and analytics teams is key to realizing a holistic view of the entire customer experience.

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2. Journey maps that have been created without direct user engagement

Customer journey maps are an invaluable tool for aligning vision and road mapping the ideal customer experience. However, maps created only involving internal stakeholders, or using desk research and analytics can miss key insights and opportunities. If your organization has created maps in this way, they may not be in line with customer needs or priorities and there’s a need to get up close and personal with your customers.

3. Organization has too many customer journeys

If you have a journey map for your web experience, a journey map for your mobile experience, and yet another for your in-store experience you may be missing the bigger picture. It’s a common problem with internally focused CX teams and can be a symptom of being product (inside-out) rather than customer (outside-in) focused. Joining up all your customer experiences will help you frame your customer experience strategy and prioritize for impact.

4. Customer journeys are outdated

Remember that journey maps have a limited life span. Just as people’s behavior changes, and new products and services disrupt the competitive landscape, so too will your customer journeys. Journey maps don’t need to be constantly updated but setting realistic evaluation points will help capture the true current experience, and allow you to reframe and rethink your CX strategy.

5. CX teams lack staff who have a background in human behavior

New teams may be formed of members from product manager and marketing-related roles. These are great skills to have represented, but it’s crucial to go beyond this. The skills and mindset to understand human needs, motivations and behaviors are critical to identifying and prioritizing which design changes will have the biggest impact. For example, understanding ‘Motivation’ may not sound like it has a big business benefit, but motivation actually dictates how far customers will persist with a sub optimal product. Continue reading

Customer Journey Maps: A Tool When You Want Real Change – Webinar

PHOENIX, AZ. October 20, 2016 – Chad McDaniel, President of Execs In The Know, and Andrew Swartz, Director of Design Research at Sutherland Labs, will be hosting the webinar Customer Journey Maps: A Tool When You Want Real Change. The lively and interactive session will take place on Wednesday, November 2nd, 2016 from 12:00-1:00 ET.

In this hour long session, Andrew Swartz will provide a straightforward introduction to user-centered maps, and discuss real-life examples of how different kinds of organizations have used them to solve a variety of problems, from diagnosing and fixing a problem that was causing cancellations of orders; to how to improve the patient experience checking into hospitals.

“We’ve seen this same problem with numerous organizations – most want to improve their customer experience, but many struggle with where to start,” said Chad McDaniel. “Our November webinar, with longtime partner Sutherland Global Solutions, is really going to give you a feel for how to correctly build a journey map and hopefully be a catalyst for change within your own organization.”

To register for the webinar visit https://goo.gl/3m0bTo.

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For over 15 years, Execs In The Know has built a reputation of excellence in the Customer Management Industry and a worldwide community of over 50,000 Customer Experience Professionals. Execs In The Know connects people to engaging industry content, thought leadership, current trends, peer-to-peer collaboration, networking, and industry employment opportunities. Examples of this can be seen at their Customer Response Summit events, roadshows, webinars, workshops, Blog Talk Radio segments, Industry Benchmarking Series, blogs, thought papers, and social communities.

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 About Sutherland Global Solutions

 Established in 1986, Sutherland Global Services is a global provider of business process and technology management services. Sutherland offers an integrated portfolio of analytics-driven back-office and customer facing solutions that support the entire customer lifecycle. One of the largest, independent BPO companies in the world, it serves global leaders in major industry verticals. Headquartered in Rochester, N.Y., Sutherland employs over 38,000 professionals and has locations across Brazil, Bulgaria, Canada, China, Colombia, Egypt, Estonia, India, Jamaica, Malaysia, Mexico, Morocco, Philippines, Slovakia, Sweden, UAE, UK, and the United States.

 For more information, visit www.sutherlandglobal.com

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