PHASE 5: CX PROCESS DESIGN

The policies, processes, and business rules that provide the “logic” for how the business is run. Some of this is embedded in the systems, some of this is taught to employees.

 

A mastery of how customers prefer to interact with your brand will highlight their real (and perceived) experiences. This ultimately leads to increased customer lifetime value and retention due to attention focused on the customer. By designing the ideal customer experience, the “journey” becomes just as important as the outline. And the more memorable the journey is, the more favorable the outcome will be for both you and your customer.

Rapid Diagnostic

1. You have defined consistent and predictable outcomes, so the same experience can be delivered every time.

2. You have prioritized all customer touchpoints and have focused your efforts on the ones that provide the greatest impact on the customer experience.

3. You have eliminated touchpoints that do not add value to the overall customer experience.

4. Based upon the touchpoint assessment, you have designed the ideal touchpoint map for your CX design.

5. Your touchpoint maps are outward-in, designed from the customer’s perspective not your internal point of view.

6. Your customer journey leads to increased Customer Lifetime Value (CLTV) and reduces Customer Acquisition Costs (CAC).

7. Critical go-to-market functions such as digital marketing and sales-customer interactions are designed for CX.

8. You can tailor your messaging depending upon the target buyer persona.

9. You can tailor your messaging specific to the major interaction.

10. Your front-line employees are enabled to deliver the ideal customer experience as per its intended design.

Deliverables

• Defined CX Outcomes

• Touchpoint & Episode Prioritization

• Major Interaction (MI) Design

o Personalization of Interactions

o Contextualization of Messaging

• Customer Journey Mapping (based upon ideal experience as communicated by the customer)

o Inner Loop Design

o Outer Loop Design

• CX-Centered Ecosystem Design

o Physical Facilities (i.e. Real Estate, Vehicles, Tangible Assets)

o Virtual Facilities (i.e. ERP, CRM, Website, App, etc.)

o CX Management Deliverables (i.e. Pindrop, Cogito, etc.)

• Employee CX Enablement Deliverables

INDUSTRY
STRATEGY AREA
CONTENT TYPE
HR Tech Stack Assessment Tool
May 17 2019
HR Tech Stack Assessment Tool
VIEW
Pipeline Inspection Checklist
May 17 2019
Pipeline Inspection Checklist
VIEW
Account Management Process Tool
May 16 2019
Account Management Process Tool
VIEW
previous
1 of 122
right
Loading...
Customer Experience Strategy
Executing a World-Class Customer Experience
In a previous article, SBI explained the importance of CMOs taking ownership of the Customer Life Cycle. If you already agree with its importance, your next two questions are likely:   “What does great look like?” “How do I deliver it?”   While there are...
Read More
Customer Experience Strategy
Understanding Your Customer’s Story with Listening Paths
Messaging Pipelines   When I was younger, I would often play “The Telephone Game” with my friends. You whisper a phrase to one person, who whispers it to another, and so on until the last person in the line repeats the message...
Read More
Sales Strategy
How a CEO Inspires Cultural Change
Today Nestor Benavides, CEO of EMG, joins us to discuss how a CEO can establish new forms of communication that not only drive the culture but deliver continuous improvement. Nestor reviews how he shapes a culture that empowers his team...
Read More
Customer Experience Strategy
Hidden Obstacles Can Sink Your Best Customer Experience Efforts
You have a variety of channels to meet customers along their journey. You know they are reading your emails. They are actively downloading information and filling out forms. They even had conversations with your representatives and are “very satisfied” with...
Read More

Stay up to date with our latest insights, benchmarks, strategies & more

CREATE AN ACCOUNT

Join our team of passionate professionals and find your full potential

ALL OPEN POSITIONS