CX Remodel is critical transformation for now and the future. We love the latest buzzwords as much as the next guys and CX is super on-trend- Customer experience writ large, cut down and rolling off the tongue. But CX is not just the latest thing, it is the thing because (here’s some of that straight talk we promised you) – the Customer journey is important. That’s because, well – the experience your customer has with your brand and of your brand is the picture and position they hold in their heads. Period. CX is the beginning and end and sum of all interactions with your current and future tribes, and customer service is just a way station on the road that your clients should not have to visit regularly, but when they do, they should be refueled and happy to continue on the road with you. Customer service is not CX because customer service is not the whole story, and that is why CX Remodel and the requisite engagement with your staff and culture change are so important. The whole story is your brand and your business goals and how you consistently achieve the latter. CX Remodel is central to that entire thesis.
Many companies have worked hard to evolve a model of service that encourages the customer to solve their own problems and funnel and filter the actual customers that actually need to have direct one-on-one contact with the brand. This may be cost effective for Google and Amazon and FB, and they may be willing to stand the risk of customer drop off simply because the risk is low – there are just not that many alternatives for their customers and their customers are close to innumerable. Most businesses do not operate in a similar risk environment and costs of switching are lower than ever before, so models like this must be used with care. If customers feel the need to get in contact with you, it should be easy, straight forward, intuitive. The CX Remodel process is an opportunity to rethink how best to solve challenges like this and others in ways that create an opportunity for your brand to convert consumers to advocates.
Risk based CX Mapping
Customer journey mapping must be done from the perspective of the customer, so they should have easy access to your brand when hey feel they have run out of road even if they actually haven’t! Their perception versus yours, drive on this journey, otherwise customers will tend to feel a lack of power and feel that you are contemptuous of them. Canvas and include diverse and divergent views of the broad range of your customers and understand the outliers because there may be insights of pure gold.
Take a risk based approach to mapping the customer journey and emphasis the actions that your business roles will take in exceptions and how you effectively handle those. Combined with ensuring that customers can reach you with ease via their preferred channels, it is possible begin creating a CX journey that matches your brand ideals and your customers ideas and perceptions.
It should be noted that for the CX Remodel process to deliver all available value, how your personnel are engaged and trained is the other side of the CX Remodel coin.
Customer based perception versus LOB Business-centric Approaches
Looking through a customer lens is the definitive rule of CX Remodelling. Your customers use their products seamlessly or as integral to their lives, and will always reach for what’s easiest. What customers are not doing is perceiving your business on a Lines of Business level – they are truly and fully function agnostic about the structure of your business. If you are lucky enough to have a position in the minds of you customer, they perceive a seamless entity and seek to engage with it on that basis. They just want an answer, they just want their problem solved.they just want an answer or their problem, easily. To make this happen, it’s necessary to understand how different demographics consume your product and use it through their whole journey.
The Role of Integration and Collaboration
As we discuss elsewhere, integration is what makes transformation truly hum, doesn’t work without it. As also discussed, the CX lens must be employed through the transformation process to ensure adherence to the brand values and the expectations of customers. To complete that circle, integration of the functional areas of your business must be achieved. Collaboration, of course facilitates integration and delivers synergies into the bargain. This collaboration ensures that CX is a business spanning discipline and activity. In turn, this attitude of being actively and intentionally customer-centric as an organisation will make your CX delivery authentic and sustainable.
Where the ‘Feels’ Matter
CX Remodel unashamedly demands that we focus on the emotional requirements of the customer, and the numbers speak for themselves, and rather loudly – perceptions of great customer experience are tightly correlated to willingness to pay more, so great CX sense is great business sense.
In the end CX carries or crushes your brand and as such can be recognised as having great power. It is critical to be in control of it.
Key Interaction Points
People and Training
The Customer Journey
Expectations and Identity
Excellent Customer Experience – coming full circle to why we exist, and our approach to making your brand resonant. Using the Iconifier Framework, we believe that Excellent Customer Experience is the driver of sustainable and iconic brands of the future.
With more choice than ever before, customers need to be wooed and delighted. We believe that the search for brand resonance cannot belong only to the front end presentation but is distilled, articulated and transmitted through the backend technology engineering and operations, run by your most valuable resource who must be converted to be your brand’s advocates, your people.
There are several determinants and approaches to CX as discussed by Verhoef et al, but the consensus around CX is that it must be a holistic and inclusive initiative across the organisation. The goal that leaders with long term vision will have will be to deliver Excellent Customer Experience – XCX. To get there, we believe the road leads all the way back to the beginning – affirming purpose and values, inside out brand strategy, adopting a consumer-centric lens to mapping the customer journey, collaboration and end to end integration. The loop is closed by authentic branding and full life cycle communications to achieve excellent customer experience.