Five Steps to Implementing a Successful CX Program
Everyone is talking about it. Customer Experience.
Tish Falco, contributor.
Tish Falco is a Senior Director, Customer Experience, at General Dynamics Health Solutions.
It’s the latest buzzword that companies and organizations are chasing – but, truthfully, it is so much more. What does Customer Experience (CX) really mean? In its most simple form, CX is how a customer perceives their interactions with an organization. Beyond customer service and customer satisfaction, CX is how a customer views all interactions across all channels over time – not just during a single engagement with one person or channel (i.e. talking to a customer service agent to understand a recent bank transaction). CX looks at the entire customer journey to identify how interactions are related and where there are dependencies –considering the collective, various interactions across the customer’s relationship with the organization to truly understand the customer’s needs, wants and expectations. Below are five key steps for implementing a successful CX program.
1. Develop a Clear Strategy and Vision
Based on citizen guidance, determine what future experience you want to deliver and ensure it is in-line with what customers want and employees can deliver.
2. Embrace Customer Insights
Through various forms of data, understand your customers’ needs, wants and expectations.
Leveraging tools like surveys, focus groups, voice and text analytics, and social sentiment can define the voice of your customer, driving strong CX improvements.
It’s not enough to collect this information, you also need to gauge how well you’re doing – CX plans should be actionable and measurable to allow for adjustments based on how well an agency is doing.
3. Align Technology and Processes
To avoid disjointed CX, use insights to make agile changes to both technology and processes for continuous improvement. As both are intertwined, it’s important to understand the dependencies and shape changes when making CX improvements.
4. Operationalize CX at the Right Level
- To truly be successful, CX must be a strategic initiative, not a flavor of the month directive.
- Create an organizational structure that is empowered and has sufficient, dedicated resources to help shepherd CX throughout the agency.
5. Transform Culture for Organizational Change
- One of the most important ingredients in making CX sustainable for the long haul is focusing the same energy on employees as the customer.
- Make CX part of your DNA by looking at how you engage your employees in their efforts to embrace CX – hire for and develop skills as well as provide rewards, training and the necessary tools for your people to be successful.
With the balance of power shifting from organizations to customers – due to citizens becoming more demanding, having better access to information and the ability to spread perceptions via social media – agencies must continue making strides to embrace CX and close the divide. Citizens come to expect fast and easy service using multiple devices with access anywhere, anytime. Based on private sector experiences, there is a need for agencies to start bringing the citizen’s voice to the decision-making table. The consequences, in addition to customers finding workarounds, is the potential for unwanted media attention and scrutiny that will negatively influence budgets, and ultimately, agency missions.
Contact General Dynamics Health Solutions at email@example.com to learn how we can help develop a cloud solution that meets your technical requirements, business functionality and budget. To learn more about our cloud solutions, visit www.gdit.com/cx.