CX Science Episode 2
Real CX Success Is Like Playing CX Jenga
About This Episide
CX Science starts with recognizing there are many standard and agreed components of CX including:
- CX Strategy
- Customer Personas and segments
- Experience Journeys and Journey Maps
- Interaction Channels that support experiences
- People, organization, process, technology, data, products, services and partners that comprise your CX Operating Model (or CXOM)
- Measurement systems that enable enhanced understanding, actioning and continuous improvement
- Encompassing many different interaction modes, digital web and mobile, social media, contact centers, in person stores and offices and field, chat, IoT and environmental sensing, outdoor, interactive speech and on
- Across marketing, sales, service and product management functions
While this can be complex to do it is not hard to understand.
And applying this straightforward model is anything but simple and straightforward and non linear.
Robin Miller, our host, and Graham Clark of Customer Results, explore why Jenga is a useful analogy for CX, an apparently simple game where the process and strategies and skills required to win consistently can be highly complex.
Albeit collapsing buildings as an analogy doesn’t feel warm and fuzzy the idea of a plan and some trial and error and continuous learning is very appropriate .
Hear more about how this applies to the hospitality example from podcast #1 and, Trinnie, the manager who really led the organization to success through the challenged they encountered.
Hear why the famous Mark Twain (mis)quote “It ain’t what you know that will kill you it ain’t what you don’t know it’s what you know that ain’t so” applies to why CX Science is so important.
It takes some fortitude to lead a successful CX movement realizing “permission to revolt comes from above but revolution happens from the street” but successful CX revolutionaries who follow a predictable, measurable, investable approach will be the VP’s and leaders and even CEO’s of tomorrow.
Graham and Robin explore
- “The building blocks of CX” (that we will explore in our later podcasts
- “Why successful CX requires a focus on the long game navigating variations in an organization’s focus on CX”
Resources
- CX Capability Building For CX Leaders Guide*** Requires free Talking CX signup (see below)
- The Experience – 5 principles of Disney’s Service & Relationship Experience – Bruce Loeffler Click Here
- First, Break All The Rules: What the World’s Greatest Managers Do Differently – Marcus Buckingham Click Here
- CEM 4.0 – Customer Experience Management – Nihat Tavsan – a truly practical guide – click here
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Related 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 #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.
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