3 CX Tools You Can Start Using Today
October 5th was Customer Experience (CX) Day! This is a day to celebrate those sales, marketing, and support professionals who focus on delivering great experiences for their customers. The concept of customer experience as a whole is not a new one, but there is a definite trend in corporations creating their own CX departments to focus on this discipline. For some companies however, creating a separate CX department with additional head count is not an option.
So what can a resource-constrained company do to embed a bit of CX into their corporate culture? We’ve identified 3 tools requiring minimal resources to implement while also yielding short term impact.
Customer Journey Map
The first tool is the customer journey map. A quick Google search will get you a list of sites providing instructions or templates, but the concept is simple. Map out all the possible interactions a customer has with your company. It may begin with a customer viewing a digital ad and clicking the link to learn more. It could begin with a phone call to your customer support line. Once you understand their journey and all the possible interfaces, you can then evaluate if you are providing your customer with the experience you want them to have at each touchpoint. Through this process, you are likely to uncover areas of weakness; initiatives can then be launched to improve those areas. At 48 West, we often utilize this tool when evaluating a new customer’s needs in order to help build an appropriate marketing strategic plan.
The second tool actually addresses one of the most critical components of a customer experience strategy – employee engagement. Without having customer-facing employees aligned with delivering outstanding customer experiences, your CX strategy will be dead in the water. So we recommend launching an employee survey aimed at assessing the not only how employees rate the experience they believe they are delivering to your customers, but also identifying suggestions on areas for improvement. The goal is to gather employee feedback and to include employees in creating a CX strategy they’ve bought into. An employee who is part of solution development is far more likely to help deliver on the execution of the strategy.
Reward and Recognition
The last tool is a reward and recognition program of employees who exhibit exemplary customer experience behaviors. Reward and recognition does not need to cost a great deal of money – you can show appreciation in a number of different ways. Public acknowledgement of employees during town halls, on the company intranet, or in an office lobby not only demonstrates the appreciation for a job well done, but also provides an opportunity for the leadership team to showcase examples of what outstanding customer experience looks like in the hopes that others will try to adopt and emulate those behaviors. Other ideas to recognize great CX behavior could include inviting the employee to lunch with a senior leader in the company, having a desirable parking spot at the office dedicated to the CX employee of the month or awarding the employee with a token of appreciation like a pin or wall plaque to display at their worksite.
There are many more CX tools that your company could explore, but we have found these to be the most immediately impactful and the easiest to implement.
For more information on CX Day, please visit www.cxpa.org.