CX Knowledge Series: 6 Building Blocks from Subject Matter Experts

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I am offering up a special study group program focused around the CXPA Blueprint for Customer Experience. It was designed to help introduce people to the broad view of CX and to help them review for the CCXP exam.

For those of you just interested in the building blocks of CX from SMEs who have deep knowledge, this is an excellent introduction. The deck presents the key elements of each of the 6 areas of focus. (Click on the links to open the slide decks in PDF format.)

Knowledge of Voice of the Customer, Customer Insight, and Understanding by Kate Anthony, a PHD and practitioner for Dexcom, a Global Medical Device company. She covers subjects such as Voice of the customer – Basic definition; Components; Importance of; and Key terms. She discusses where to start, what to measure, where to measure, measurement tools, and follow-on communications.

Knowledge of Organizational Adoption and Accountability is covered by Heather Gillbanks, Director of CX at Cornerstone Building Brands. She covers the What, How, and Why of Change Management. She details how change happens for individuals: to enable people’s success by supporting them through their personal change journey; on a project: to improve outcomes and return on investment by driving adoption and usage and across an enterprise: to deliver strategic intent, mitigate saturation and improve agility by embedding change management. She shows Methodologies help efficiency.  Her suggested reading list covers both Organizational Change and how to drive it.

Knowledge of Customer Experience Strategy – Marc Karschies gives us a global perspective. As a Partner at KCA Consultants in the Middle East, he is a leader in their new CXPA chapter. He discusses not only the Strategy of CX but also how to measure it using a Balanced Scorecard designed for the purpose. He also covers how to link Strategy to Execution. Further, he talks to how to tie all of this to a Brand Identity Model.

Knowledge of Experience Design, Improvement, and Innovation is covered by Valerie Peck. Valerie is a consultant as well as the IP behind a Customer Experience Mapping tool, SuiteCX. This Blueprint area is deep into understanding how Design Thinking works and how Execution through both Ethnographic and UX resources can bring your CX to life. It ties in brand promise through at the front-line execution as well. The sessions cover General Experience Design – Brand Alignment The sections cover Design Thinking; Design Tools; Customer Insight – Personas & Segments; Customer Journeys; Service Design/Blueprinting and Testing & Prototyping

Knowledge of Metrics, Measurement, and ROI – Alicia Freites, shares the most important aspect of CX in my opinion – what does it do for my ROI. Along with sharing the actual calculations for LTV, NPS, and Customer Effort, she covers key characteristics of measurement programs:

  • Buy in for the program
  • Harmonizing between tactical (interaction) and strategic (relationship) CX
  • Clear linkage between survey results and other metrics, reflecting a consistent view of company goals
  • A research design that includes sufficient granularity to support tactical decisions and line-level accountability
  • Flexible measurement vision and strategy that stands up to business changes and evolving needs 

Knowledge of CX Culture — Mark Ratekin of Confirmit – a CX Research and Consulting Strategist discusses the overarching importance of having a customer-centric culture. He talks about how it takes the elements we have covered thus far: VoC, Organizational Adoption, CX Strategy, Experience Design, Metrics/ROI and brings them to life by embedding them in the DNA of the organization. He also calls out the 5 dimensions of CX Maturity: Vision, Engagement, Design, and Action. And importantly, he talks about how to get the critical buy in to help lead to success.

In addition, the recording covers each of these areas, and questions were supplied from sources such as CX University and Mike Bartlett. There is one presentation deck per session and two-hour-long recordings AM session PM sessions

You can find the videos on our SuiteCX YouTube Channel.

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