Often, it feels like enhancing the customer experience (CX) means constantly shifting your focus. In many ways, CX is a moving target, as customer sentiment and perceptions are rarely stagnant. Not only are your company’s decisions exerting their influence, but there are also external factors that alter the landscape.
However, that doesn’t mean positive change isn’t possible. If you want to boost CX, here are three things you need to know.
1. CX Isn’t Just a Department, It’s a Mindset
At times, CX is viewed more as a business area than a state-of-mind. While having skilled CX specialists by your side is beneficial, allowing CX to exist in a functional bubble isn’t ideal.
CX can’t be the responsibility of a select few. Instead, it needs to be part of the company’s broader mindset. By ingraining it into your culture, CX remains at the forefront of every decision. It serves as a guiding force, ensuring each choice across every department factors in its impact on CX.
2. Choosing Custom Metrics Is a Must
At times, measuring the ROI on CX improvements is shockingly challenging. In some cases, it’s merely the delay between the implementation of a change and the availability of new data. In others, it’s the difficulty of measuring something as nebulous as customer perception and sentiment, particularly when external factors can have dramatic impacts.
However, one of the biggest challenges is the simple fact that CX changes don’t impact companies in the same fashion. Even if similar adjustments are implemented at the same time, the effect they have on two unique businesses can be incredibly different.
It’s important to realize that there is no one-size-fits-all set of metrics that can prove the benefits of CX investments across all companies. Instead of relying on someone else’s approach, organizations need to personalize their assessments to measure ROI. At times, this can mean exploring a wide range of datasets to gauge which ones provide the greatest insights. While this approach can take time, it reduces the likelihood of inaccurate assumptions about your CX program’s effectiveness, making it easier to correctly identify the results.
3. Speed Isn’t Always Your Ally
When something moves as rapidly as customer sentiment, it may seem that acting quickly is the only want to stay on top. However, rapid change to your CX landscape isn’t always ideal.
While industry-leading companies typically have room in their budgets to support a broad swath of changes, smaller businesses often need to be more selective. Their CX funding only goes so far, so choosing adjustments that lead to the strongest gains is a must.
If you’re part of a small to mid-sized business, moving too rapidly could cause your valuable dollars to get directed toward initiatives that may be on-trend but aren’t necessarily the most critical parts of the CX equation. While you still may experience gains, they may fall short of what you could achieve if the funds were spent in areas that result in the biggest improvements.
Ideally, small to mid-sized companies should concentrate on making data-driven decisions that result in the largest positive impact on customer sentiment. That may mean not trying to keep up with the industry leaders. Instead, it’s about working smarter, ensuring that every upgrade or adjustment packs the biggest punch.
Ultimately, the CX landscape is complex, and it will likely remain so. As a result, CX should be viewed as a journey, not a destination. That way, it will get the time and attention it deserves, increasing the odds of long-term success.