The CX Seven Step Guide ENGAGE

What’s the NO 1 priority for CEM success?

Engaging your team with a compelling reason to proceed. This ensures an aligned and committed team behind your implementation plan

Here’s a few things you can do:

Quantify the benefit in a simple way. The power of ONE is a good starting point. For example, what would be the financial impact for the year if each of your customers bought one more item, stayed one more day or referred one other person? Define the type of customer experience needed to achieve this change in behaviour. At this stage, it is not about thinking about the detailed design – it’s about stimulating your team to envision something bolder, better and more differentiated than the experience you currently provide. Outline a practical road map to show the steps needed to implement the experience and how this could be achieved within the organisation’s existing resources. Keep it simple at this stage and break it into phases with clear deliverables and benefits outlined for each stage. Build the business case for the long term highlighting the potential ROI over 3-5 years, and the potential negative impact, if you do nothing, on your market share or customer base. AND/OR Use a more qualitative approach. Don’t ground it in figures, but create a compelling vision and narrative of what the brand could be like from a customer and employee perspective. This helps to create emotional buy-in and pride in the brand. For more on determining the ROI of your programme, take a look at our CEM Calculator guide

Watch out for...
Fear of the big leap

CEM implementation can seem daunting. So dip your toe in the water with a small, relatively low-risk pilot to help demonstrate the benefits, learn what works and what doesn’t, and create a strong business case for company-wide roll out.

Choose your step
Every single debate about every decision in the business was framed around a genuine belief, held just as much by the finance director as by the marketing director: that doing the right thing for the customer is a sustainable profitable business model. If you don't believe that, don't even start with the rest. Ronan Dunne