Linking CX Strategy to Corporate Strategy & Brand Values


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How do you link your customer experience strategy with your corporate strategy?

As many of you know, earlier this week we celebrated the second annual CX Day, a day to celebrate both customers and the professionals who work tirelessly to improve the customer experience.

I helped kick off the celebrations by hosting a panel of customer experience experts in the first Google Hangout of the day for Australia. Panelists included Cyrus Allen (Partner, Strativity Group), Brian Andrews (consultant and formerly with Intuit), and Karyn Furstmann (VP of Customer Experience, Safeco Insurance).

The discussion was focused on linking customer experience strategy to corporate strategy and brand values, and there are some great nuggets in this Hangout that I thought would be valuable to share here, in case you missed it.

First, a little background on the topic, CX Strategy, which is one of the six pillars of customer experience, as defined by CXPA. From the CXDay site:

A critical component of business success is the development of a customer experience strategy that articulates a clear vision of the experience that a company seeks to create in support of the company’s brand values, including its direct linkage to CX activities, resources, and investments.

With that, the format of the discussion was to cover some “starter” topics for those who are early in the stages of their customer experience journey and needed some basic “how-tos” to get started,  followed by some more advanced questions for those who are well underway and might want to energize their current efforts. The questions I posed were:

Starting Out with Your CX Strategy
How do you develop a customer experience strategy?
What are the components of a solid strategy?
Who defines the intended customer experience?
How do we ensure that it supports and aligns with the brand values?

Energizing Your CX Strategy

How do we get the organization to support the strategy?
What does success look like? How do we measure it?
What does that direct linkage entail? To which activities, resources, and investments?

 I hope you enjoyed the discussion. Share your thoughts in the comments below.

However beautiful the strategy, you should occasionally look at the results. -Winston Churchill

Republished with author's permission from original post.

Annette Franz
Annette Franz is founder and Chief Experience Officer of CX Journey Inc. She is an internationally recognized customer experience thought leader, coach, consultant, and speaker. She has 25+ years of experience in helping companies understand their employees and customers in order to identify what makes for a great experience and what drives retention, satisfaction, and engagement. She's sharing this knowledge and experience in her first book, Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business).


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