Season 2 Episode 2
2021 CX Challenge –
Ensure Deep Enough Customer Understanding
About This Episide
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“2021 is the 3rd year that Customer Results has conducted a global survey of the key challenges that CX professionals and practitioners are facing and specifically which of those are the most important.
Thanks to requests from the community the number of topics increased by 45% from 22 in 2020 to 32 in 2021 and of ~18,400 engaged community members in 1167 participated, 3 times higher than 2020.
“Ensure Deep Enough Customer Understanding” was prioritized in our top 2 for the 2nd year in a row.
Listen to Graham Clark, founder and CX and Digital Transformation Leader at Customer Results and Robin Miller, TalkingCX host, dig deeper and discuss:
– What do we mean when we say Customer Understanding?
– Why is it important?
– What CX techniques represent that understanding?
– Why “Deep Enough” rather than “Comprehensive”?
– How do organizations gain that understanding?
– What is VoB, how does it relate to VoC and why is VoA becoming more important?
– What are the challenges and what are members of the community doing to address those challenges?
– What are the top 3 actions our community of CX leaders recommend to address this challenge?
Resources
- The 2021 CX Challenge Survey results *** Requires free Talking CX signup (see below)
- The 2020 CX Challenge Survey results – click here
- “Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business)” by CX legend Annette Franz – click here
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Season 1 Episodes
CX Science #1 - What the 'Heck is CX Science
20 years into the modern CX movement executives believe CX is critical but to the CX discipline must become more formal, predictable, measurable and investable to continue to grow, moving from CX as Art to CX Science predictably impacting your Customer Experience Operating Model (CXOM).
CX Science #2 - Real CX Success is like Playing CX Jenga
We cover the building blocks of the CX discipline with a strong focus on CX Science and why creating great CX is a lot like a game of Jenga. From customer persona, customer journeys and your CX operating model of channels, people, process, cx tech, data, measurement systems, products, services and partner.
CX Science #3 - CX Strategy Scuffles - It's Ruff out There
Delivering any experience starts with who you are targeting and why it is of benefit to both your customers and to your business. A North Star CX Strategy & Vision to guide your investments and actions. Using Rover.com as a favorite example of how an example of how a great CX Strategy really works.
CX Science #4 - The Art of Knowing Your Customer
You cant define or deliver experiences to customers you don’t understand. We explore how personas, segments, audiences and experience journeys and journey maps help clarify interactions, painpoints and the key moments where you energize (or disappoint) your customers.
CX Science #5 - Delivering Your Experience Is A BOM
Your Business Operating Model (BOM) is crucial to delivering your experiences. Put simply your BOM comprises the channels your customers use to interact with you, the people, processes, technology and data that underpin your experiences, the partners you work with and the products and services that you offer.
CX Science #6 - Experience Design - Making Your Journey Map Work
Experience Design is where you decide how your customer experience journey will actually work, when implemented by your Business Operating Model (BOM) and what changes you may need to make to your BOM in order to realize the experience you want and your customers need.
CX Science #7 - CX Tech Stacking The Deck In Your Favor
Whether in design of the experience, delivery of the experience or measurement of the experience no experience today happens without technology. Your Design, Delivery, Management and Measurement Tech Stack is a critical segment of your enterprise technology architecture.
CX Science #8 - CX Measurement - At The Heart Of CX Improvement
At the heart of every CX program is Measurement. You cannot improve what you do not measure and you cannot understand if you do not listen. Companies that do nothing else should measure and listen to their customers perceptions of what they are doing, use that to drive insights and act on it.
CX Conference Road Trips
3 months, 4 CX conferences including Forrester CX, Medallia's User Group, Chief Customer Officer Chicago and the inaugural Stratifyd user conference. Listen to what's happening in the world of CX as Graham discussed the hot topics of conversation at these key events.
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