1—Define, Articulate And Activate Your CX Vision
Executives who have already outlined strategies and timelines
for achieving
their vision:
of CX Leaders
of CX Laggards
Rare is the game-changing CX that grew organically. Remarkable CX requires vision, planning and follow-through. As the survey makes clear, most Leaders in the field know this.
Not sure where to start? Treasure Data recommends taking a company-wide perspective and asking: What are your overall goals? What issues do you see today with regards to your CX, and what areas do you consider in scope for CX?
CX professionals should then audit customer touchpoints to assess whether those interactions are aligned with organizational goals and consistently lead to positive experiences.
Finally, don’t be afraid to shake things up. The survey shows that 79% of the Leaders have a strategy that focuses on the benefits of improved CX, compared to just 63% of the Laggards.
In many companies today, leadership is communicating customer centricity as a top priority. Having a clear CX vision, articulating it and getting buy-in from across the organization is critical to delivering a leading customer experience.
2—Collect Data From All Available Sources
Executives who
said their organizations are better than most others at using enterprise and external data to enable
CX excellence:
of CX Leaders
of CX Laggards
Superior CX is impossible without fresh sources of accurate data, and top-performing CX professionals know where to look for it: everywhere they can.
First-party data is rich and highly personalized, and it’s becoming a greater priority for many organizations. But it’s still not enough to deliver the best possible experience to customers. Companies typically have a
lot of data, but manage it poorly within a bunch
of silos.
The answer is that all forms of data—the information output from first, second and third parties—must work together. Seventy-one percent of Leaders believe that incorporating external data can lead to CX innovation and stronger company performance, compared to 55% of Laggards. Leaders also understand that having the right data at the right place and time is essential to the customer experience.
External data like weather, sports, holidays or events—combined with customer data—can help companies decide which campaigns to run and when.