4. Build Playbooks
Organizations can leverage insights generated from best practice models to develop playbooks. Use these playbooks as prescriptive guidance for how to move customers along their journeys toward desired behaviors and outcomes. Playbooks illustrate key audience personas, campaign guidance, predictive insight and approaches to the customer journey at each step.
5. Break Down Organizational Silos
Understand your customers' experiences from the outside in—from their vantage points, not yours. Ideally, your brand will create a seamless experience for your customer, not a disjointed set of disparate activities driven by siloed divisions or departments. Successful customer experience strategy creates a seamless flow of information to and from customers. Too often, the organizational silos and the interaction between them negatively impact the customer experience. Breaking down these silos to create a seamless set of experiences across the customer journey is a key to enhance customer experience.
6. Execute and Align KPIs
Armed with best practices and playbooks, organizations can execute on key market, product and corporate initiatives. Following this process, organizations can develop views of the customers that are unique to them and then assign the representative key performance indicators (KPIs) for measurement and tracking. When putting KPIs for CXM in place, it is critical to measure both the most important customer behaviors, as well as organizational behaviors. Aligning these is critical to success, as the wrong measurement structure will create undesired behaviors in both customers and the people within your organization.
7. Measure, Monitor and Pivot
Once all the above stages have been completed, and programs or campaigns are in place and running, organizations can continually review the health of their initiatives through the lens of the customer's experience. Establishing KPIs that relate to the key experiences in the customer journey provides a framework to measure and monitor activities as they relate to the experiences of your customers. Companies that excel in creating superior experiences for their customers continually measure and monitor the impact of their activities relative to the needs of the customer.