cx skills tips

Our Holiday Wishes for Great CX

The lights have been lit, the gifts have been opened, and the year is coming to a close. In that spirit, we share with you holiday wishes from DoingCXRight.

Build CX Skills

Every successful customer experience initiative starts with a skilled CX team. Brush up on your CX skills to strengthen the business case for CX; to develop relationships within your organization; and to deliver standout customer experiences in the new year.

Earn Certifications

CX Certification helps to advance your CX career. It also gives you more tools to solve CX problems, and opens you up to a community of industry professionals. Here, we review the CX Certification process, and provide helpful tips to kick off your new year.

Get Customer-Centric

Customer-centricity is at the core of every effective CX strategy. Get tips on how to keep the customer central to your CX design and journey maps.

Build Mentor Relationships

You can benefit from mentor relationships at every stage of your CX career. Explore our mentoring program and discover how building relationships helps to advance your career, and advance the CX profession across industries.

Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

NPS Survey Question. Should It be first or last, by Stacy Sherman

NPS Survey Question – Should It Be First Or Last?

I recently discussed the importance of getting Voice of the Customer (VOC) feedback and common methods, such as surveys, to understand customer perceptions and expectations across different touch points. To be effective and acquire actionable insights, questions must be designed with best practices applied. I also recommend a “test & learn” approach. Continue Reading →

hiring cx teams who to hire first

Hiring Tips: Who Should I Hire First on My CX Team

Although Customer Experience has been around for a long time, hiring for CX has become a greater priority for executives and funding committees only in the last 5 years. With that shift comes the rise of the CX Team in the organizational structures of banks, insurance companies, consumer brands and B-to-B entities.

How to Build a CX Team

Within the CX Team, the Customer Experience Director (or Customer Insights Director) leads the charge. Let’s say this is your role in your organization. Typically, you are the company’s first CX hire, tasked with building a team from scratch. Likely, in that first year you have to assemble your CX Team, you have limited funding until you prove the value of investing more in Customer Experience efforts.

The pressure to demonstrate business impact and ROI quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.

Hiring without a Customer Insights Team in Place

The CX cycle begins and ends with Customer Insights ( the Voice of the Customer program). With no customer insights team in place, it is hard to know where to begin.  If that team does not exist, your first order of business is to set it up. If you only have funding for one hire, hire a customer insights expert to learn what is not working well for your customers and what measures you need to take to improve the customer journeys.

Hire a manager level professional with a strong analytical background who is not afraid of doing the grunt work in the beginning.  You will need strong insights to convince your leadership of the need for investment in CX.

Hiring with a Customer Insights Team in Place

Once you know the parts of the customer experience that need to be addressed, you can hire an operations person – preferably an internal hire. An operations person on your CX Team helps you learn why your organization is not able to deliver great customer experience. An operations person is also invaluable for change management.

This CX Team member knows how to “sell” the changes in procedures and processes to the frontline. He/she is also invaluable with testing and trialing new solutions in the field. I promise you this hire is not going to be afraid to stand in front of customers and try new ways of doing things. That’s the kind of power you want to bring to drive the customer experience changes in your business.

Hiring with Customer Insights and Operations Expertise in Place on Your CX Team

Once you have the two foundational pieces of customer experience – the insights and the frontline know-how – you can hire a Project Manager or a Program Manager. The size of your portfolio will determine whether you should hire a project manager or a program manager.

If you have scoped one or two projects and have sufficient funding for them, it may be better to start with a Project Manager. If you have a bigger mandate and a higher level of responsibilities, hire a Program Manager for your CX Team. You will need this person to run the funding and reporting of your efforts smoothly. He/she will also hold different parts of the organization accountable for their pieces of your CX projects.

Hiring when you Have All of the Above on Your CX Team

The next two recommendations may surprise you, but they are critical to a successful CX Team: a dedicated brand manager and a finance person. If you have the basic CX hiring in place, and you have significant budget and responsibilities, you need to start doing some internal and external PR. You also need to maintain your credibility with finance in order to secure future funding. To achieve these goals, you need to add a dedicated brand designer and a finance person to your team.

These two positions on the CX Team are the hardest to sell to senior leadership because they technically exist somewhere else in the organization. The key here is to show why these professionals need to be dedicated to your Customer Experience program. For your CX Team to succeed, you have a lot of creative to do. If you are a change agent for the brand you are servicing (as you should be), you have to tell stories to your internal stakeholders through internal PR as well as to external stakeholders and the media.

Your success depends on a brand designer and finance expert more than you may anticipate. When I did not have a finance pro on my CX Team, I ended up doing the finance role at night since I had that skillset from my previous life. That, of course, is not ideal.

Hiring members of the CX Team requires you to take a long view of customer experience design, execution and goals. Internal and external hiring for CX forces you to look at the short and long-term goals of your CX strategies, how to implement them for your customers and how to communicate them to the C-Suite.

As a result, CX hiring is another good exercise in doing CX right for your customers and for your brand.

More from DOINGCXRIGHT

If you like this article, please share! Sign Up for our newsletter to continue learning how to increase your skills and transform your organization. Register now to get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

what is cx meaning

CX Meaning: What are the Faces of CX?

When I worked in marketing nobody ever asked me “What does marketing mean?”. Since I moved into Customer Experience, every time I give my job title, someone asks “What does CX mean?”.

Even though customer experience is recognized as more and more important for the long term survival of brands, many remain confused about CX meaning. Here are six ways you can answer when asked about what CX means.

Customer Experience means any one and all of the below. Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.

CX Meaning & Marketing

Smart CX comes AFTER marketing

When I mentor Customer Experience professionals, my first question is always about brand promise and brand strategy. Marketing defines a brand’s customer service when it broadcasts the RTBs (reasons to believe or use a brand). The customer experience mission is to consistently deliver on those marketing promises. That is how CX promotes a brand.

CX Meaning: Policies & Procedures

Good CX means redesigning policies and procedures to make customers’ life easier

Sometimes Customer Experience is about putting yourself in your customer’s shoes and in your employees’ shoes. Do this to understand what your customers go through to get “their jobs done” with your brand. And what your employees do to get their jobs done on behalf of your brand.

Looking at it from the customer’s perspective, his/her “job” might be to sign up for your subscription service, pay a bill, or close an account. Often, Customer Experience professionals find out that a bad customer experience is bad by design. This is not malicious, of course, nor is it intended. But still, the bad outcome happened by design!

That kind of poor design starts from the ground up. Think about training materials and how they prepare frontline employees to deliver customer experience. Those materials might be teaching the employees to ask a question in an insensitive way as a result of regulatory requirements. Two policies might have been written in silos and might be asking the same questions of new customers in a way that makes them feel like your brand is wasting their time.

In a bigger, older and more merger-driven organization, CX is often about cleaning the so called “customer journeys” by revising existing rules and procedures. Although this may not be the most exciting part of CX for me, for an engineer, cleaning up these procedures is an exceptionally rewarding and meaningful job.

CX Meaning: Customer Engagement

Asking customers what they like/do not like about their experiences with a brand improves CX

Another side of CX, survey making and survey analysis, helps to capture the VOC (Voice of the Customer). This is the job of people who design, analyze and offer recommendations to business units based on what they have heared from customers. This part of CX is integral. It drives results when it is done properly.

The challenge is the integration levels within the business. Often VOC teams are perceived as the analytics group. Instead of being the drivers of change, they simply “service” the business when the business has questions for them. In other words, instead of the customer voice driving the conversation, the business assumes it understands what the customer needs. Regardless of the challenges, surveys, analysis and VOC are excellent opportunities within the CX fields, particularly for CX professionals with a background and interest in analytics.

CX Meaning: Employee Engagement

Ask employees what they NEED to deliver better CX and GIVE it to them

A derivative of VOC, VOE (Voice of the Employee) is an analytics version of CX that drives the engagement inside the company. Ideally, this team asks the right questions from employees to learn what prevents them from delivering on those marketing promises we mentioned earlier.

It is amazing what one can learn from the frontline. From illogical or user unfriendly UX design of every day tools, to approval levels of discretionary spending that make no sense, employees highlight the holes in customer experience that leave a brand vulnerable. When VOC and VOE are the same people, the impact of this specific CX job is palpable to all! Very few organizations set up a system for understanding and adapting to VOC and VOE needs. Often VOE is under HR and VOC is under Marketing, completely isolating the insights from one another.

There are important opportunities available for organizations who are able to bring VOC and VOE together and design CX according to those insights.

CX Meaning: Process & Architecture Design

Process and architecture design must allow free movement.

My favorite version of Customer Experience is the design and human experience planning of a product or service. It combines engineering, brand management, design, and VOC. Not many organizations have this CX job clearly defined. It is one of those things that you have to create for yourself. But doing so is not that hard, depending on the life cycle of your brand.

If the brand is building an app and it is a retail business, you can absolutely take this app and integrate it in the physical spaces of the brand. I can promise you either nobody is thinking about it or they are, but they are thinking it is in the distant future. You can take this side of the experience, build it and make a big impact!

CX Meaning: Organization Advocacy

Be an advocate for the Customer so everything the company does keeps the customer in mind

The last role in CX is the most senior. It is also the most difficult. These are the people that work with the executive team to provide funding for Customer Experience departments and programs. They are also the people who design the organization to deliver consistent, easy and seamless experiences for customers.

Think Elena Ford and what she is doing with her company. Executive leaders who are advocates for CX take into account VOC, VOE, marketing, processes and procedures, product development and employee training to build systems around the experiences customers need and want from your brand. For them, and for their brands, CX improves the way they do business. And that, at the end of the day, is the true meaning of CX.

 

If you like this article, please share with others so they can benefit. Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

What are customer personas? Why create them?

Customer Personas…What’s All The Hype?

Whether new to CX or looking to expand your current knowledge, it is important to learn about what, when, and how to develop personas so that you can serve your customers better. Knowing what personas are NOT is equally important to create desired outcomes versus hinder them. Continue Reading →

How To Journey Map by DoingCXRight

Customer Journey Maps (Part 2)

In my recent article, I wrote about “WHAT Is Journey Mapping and WHY Do It?” Once you understand the importance, you may be wondering HOW to get started and improve your CX skills. If so, you have come to the right place. Continue Reading →

Customer Journey Map. What is it? Why Do It? (Part 1)

A customer journey map is a simple concept: it is a diagram that shows the steps customer(s) go through when interacting with a company, such as shopping online, visiting a retail store and other experiences. The need for journey maps become more important as the number of touchpoints increase and get complex. Continue reading “Customer Journey Map. What is it? Why Do It? (Part 1)”

CX Skills Builder: How to articulate your CX Value and secure your budget

Two weeks ago we urged you to find CX problems and fix them instead of diagnosing and mapping them. That is  Continue reading “CX Skills Builder: How to articulate your CX Value and secure your budget”

Expert interviews About Doing CX Right

Expert Interviews on DoingCXRight

One of the reasons we launched our blog is to build a community of people who are passionate about Learning and DoingCXRight. While we have been writing articles weekly from our perspective, as we “live and breathe” CX in our jobs every day at Verizon and JetBlue, we know there is tremendous value in hearing other professional views too. That is why we are excited to announce the upcoming launch of CXCoffeeTalk, where we will feature interviews with CX professionals and Customer Experience authors across different industries. They will share expertise on important topics such as:

  • Where should CX sit in an organization?
  • What are essential customer experience skills for a career in CX?
  • What are the ideal ways to measure CX?
  • And more on how to do CXRight.

Don’t miss out on valuable knowledge sharing. Sign up to get updates on our official launch of CXCoffeeTalk as well as receive ongoing ‘How To’ tips on DoingCXRight delivered to your email inbox.

 

 

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

Customer Experience Skills

Top Traits of Customer Experience Leaders

It is not a coincidence that innovative companies like Disney, Apple, Zappos, and Amazon are leading brands. They share in common a priority on creating exceptional experiences and ensuring satisfaction at every point of the customer journey. They also Continue reading “Top Traits of Customer Experience Leaders”