Implementing a customer experience strategy can impact your business almost instantly, but the true benefit lies in the long-term results.
With CX, measuring short-term post-transactional surveys only shows you a glimpse into “how we are doing now.” While there is value in measuring these short-term, point-in-time surveys, they’re only giving you just that—a snapshot into the customer’s experience.
Instead, we want to look at the benefits of a long-term CX roadmap and how it allows you to broaden the scope and look beyond single interactions, giving you a more in-depth look at your customer’s experience.
Here are three reasons you should implement a long-term CX roadmap:
1. It will help you measure and track the ROI of your CX program.
Proving ROI, for some companies, can be one of the most difficult aspects of their CX strategy. Business leaders expect results, and they want to know if their investment in CX is paying off.
In order to track the ROI on your CX program, you’ll need to first set a benchmark. Having a Net Promoter Score℠ (NPS) benchmark, for instance, will help you tie efforts to revenue.
This fundamental piece of your roadmap will help you create goals that are easy to track and achieve. Knowing where you fall now will help you gauge where you want to be in 3 months, 6 months, and even years from now.
2. You can visualize and implement quick wins and long-term fixes.
Improving your CX doesn’t happen overnight. Some improvements can be implemented quickly, while others may require changes that impact the business as a whole and take months, or even years to roll out.
Creating a roadmap that strategizes how to attack the long-term issues in the future gives you a guide for improving experiences and touchpoints that take more buy off or time to implement than some of the quicker, easier fixes. Having a list of quick wins and a roadmap gives everyone visibility into how your organization is prioritizing putting the customer first. It shows that as a business you’re listening to the feedback from not only the customer, but the employees that interact and shape the experience with your brand.
3. You will stay ahead of the always-changing landscape.
Your commitment to provide an excellent customer experience may not change, but your customers and the landscape they live in always will. New products, technologies, competitors, and increasing customer expectations mean that your strategy must be constantly evolving and improving. What is relevant today isn’t necessarily going to be relevant tomorrow.
As mentioned in Forrester’s recent report, “How to Build the Right CX Strategy,” there are both obvious reasons and more subtle cues that signal it’s time to revisit your CX strategy. When creating your long-term plan, it’s important to be flexible. Plan for the future but prepare for the unexpected. Allow your long-term CX roadmap to flex and grow with your business and customers. Make changes and improvements as you go by measuring, tracking, and predicting what your customers expect.
Transitioning from a short-term outlook to a long-term roadmap will help you better understand your customers and how they interact with your brand beyond a single transaction.
At InMoment, our CX Architects are here to help you visualize and build a CX roadmap that will help you create longer customer life cycles and more repeat customers.