What’s the biggest obstacle to implementing customer experience
Lack of strategy according to Forrester’s State of Customer Experience report (2011).
The trouble is, customer experience strategy in itself - even if it is bold, differentiated and customer-centric - won’t guarantee success. Where we see most companies fail is in the execution. And that often comes down to a lack of a simple structure that guides everything you do.
Having a simple customer experience strategy framework will help to ensure that your people, processes, products, technology and social media tools enable the customer experience rather than dictate it.
smith+co have put together a simple framework for ensuring all of your initiatives work together to deliver your customer experience strategy. And the essential first step to this is defining your purpose.
Be clear what your brand stands for
Many brands have a vision statement but it is often uninspiring or so vague as to be useless. If you do not have a clearly stated purpose, start here because it really does determine everything you do.
The next step is to take strategic decisions that are in keeping with that purpose. Once you know your purpose, everything else follows, including the readiness to sacrifice shot term profit if it’s in the long term benefit of the brand.
The next stage of the framework sets the principles for aligning people, product and service, process and technology with your customer experience strategy. As Ronan Dunne, CEO of O2, says
“It only works when it all works. It isn’t about the marketing; it isn’t about the product or the service; it is everything you do. And it all has to work together”
Customer experience has to be part of a holistic strategy for the brand. It cannot exist in isolation.For this reason, the responsibility cannot reside in any one department. The customer experience strategy must be shared across all functions, although the governance of it may fall to the Chief Experience Officer, Marketing or Operations, depending on the organisation. However, whilst the methodology,management and measurement may be defined centrally the delivery of customer experience strategy has to be owned by everyone.
Find out how smith+co workshops can help you define your customer experience strategy
Where are you on your customer experience journey? (CEM tools)
Customer Experience Innovation