When CX Value Is Hard to Find: 3 Truths You Need to Hear if Your CX Program Isn’t Moving the Needle

Here’s a difficult truth you may be facing: “my customer experience (CX) program is just not moving the needle.” Whether it’s an inability to prove CX value or a lack of recognition for your improvement efforts, it’s a scary realization to have. At the same time, it’s also an opportunity for you to reassess and, more importantly, transform.

The beginning of a true CX transformation journey starts with facing the reality that your old ways of approaching experiences might not be the best—and being willing to adapt your approach according to best practice. 

If you find yourself at the beginning of such a journey, we’ll be diving into three truths you’ll definitely want to hear. Let’s get started!

Truth #1: Stagnant Programs Are Only Measuring and Managing Experiences

More often than not, the reason your program may not be impacting your bottom line is because you’re not actually improving experiences. Many businesses keep tabs on endless amounts of metrics. And that’s valuable information!

But measurements are not outcomes. They only tell you that there’s a problem. 

In a similar fashion, managing experiences only focuses on understanding the customer or reacting to their interactions. But how does this ensure that customer problems are solved not just in one case but in all future iterations? You see, measuring and managing is one thing—actual improvement is another. So how are the experiences you’re providing really getting better on a day to day basis?

Truth #2: Improving Experiences (and Finding CX Value) Focuses on the Big Picture

Of course, today’s experiences are crucial. But so is every future one! That’s why the big picture matters. Because if you can predict and solve future customer problems today, you’re already a few steps ahead. 

And that doesn’t just apply timewise as your customer journey develops. It’s also core to the progression and structure of your business. So many companies are organized in siloes, but it’s highly beneficial to a CX program if you close the gaps between departments. One effective strategy is to utilize a governance model that will keep your company in alignment and accountable.

Truth #3: True CX Transformation Requires Action

And finally, real Experience Improvement happens through action. People often use the Voice of Customer (VoC) and customer experience as interchangeable terms when they technically do not operate the same way. VoC is all about listening—but it doesn’t enact the necessary shift to concrete action. 

Our Continuous Improvement Framework maps out the steps you need to take to actually see success: design, listen, understand, transform, and realize. You can see here that listening is only the second step! To have a successful program, there are three more steps to complete the full process and improve experiences.

Give yourself a pat on the shoulder for getting through these truth bombs with us. But it doesn’t end there! It’s now your chance to transform customer experiences for the better. 

And if you’re vying for more CX insight, check out this webinar where Eric Smuda (Principal, CX Strategy & Enablement) speaks on “CX Transformation: The Key to a Truly Valuable Program.”

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