Charlotte Banning - Head of Marketing Wednesday, December 5, 2018

How to get CX on top of the agenda

Are you having problems with getting your top management to prioritise Customer Experience (CX)? One of the most important factors to succeed with customer-centricity is to have management onboard. If they aren't you'll soon struggle to drive through the changes you want to see.

As consumers are being bombarded with communication, the winners of customers attention will be the ones that truly invest in creating relevant customer interactions. Many CX leaders already recognise this as the most important competitive advantage. However, a survey made by Forrester shows that key challenges for CX leaders stem from lack of executive commitment. In contrast, McKinsey states that many CX transformations stall because leaders can’t show how these create value. Less than half of the CX leaders seem to know the value of their net promoter score to their business. 

True customer centricity cannot be achieved by one department. To get the resources you need to succeed you'll have to get top management onboard. To do that, you need to make sure you speak the same language. Carefully evaluate how much your audience knows about the subject prior to pitching your ideas. Before you present your arguments and evidence, consider describing the urgency of the CX-transformation. Continue by showing an aggregated view of what you want to do (strategy), follow up with the how you're going to implement it (business case), and finally, express how you’re performing and progressing (with KPIs). Make sure you build your business case on figures connecting your work to revenue and how you are supporting and contributing to your organisation's business model and goals. Findings from Wiraya's CRM Barometer Report show that those who present and make decisions based on data are more likely to get full support from management and increase their budgets.

To get your management’s attention you need to show:

  • 1. Urgency - why?
  • 2. Strategy - what?
  • 3. Business case - how?
  • 4. KPIs - effectiveness.

Bonus tip! If you still feel the struggle to convince your top management, you might want to consider getting practical. An alternative way of engaging top management (or other stakeholders within your organisation) is to let them become the customer. Let your executives sign-up for your service and go through the whole customer journey, step by step. This will not only make them understand your customers better, but it will also lend them first-hand experience what poor vs good CX looks and feels like. After all, we mustn't forget that 84% of consumers say that a bad customer experience would make them leave a brand.

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