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The five crucial things successful CX companies do every day

> Most successful CX companies do these things to lift their game
> Steve Towers shares the winning strategies
> Model your own strategy based on leading CX next practices
This article is a build on terrific feedback from my recent piece ‘5 Critical Failures of 80% of Customer Experience initiatives’.
(You can see that here: bit.ly/CX2017)
George Bernard Shaws observation is pertinent “Success does not consist in never making mistakes but in never making the same one a second time.”
So with that in mind, let’s move beyond the mistakes and uncover the winning strategies and how best can we implement those insightful approaches?
Based on our recent work and research my report from the CX front line should help you rethink your approach in our collective endeavor to get more scientific about the customer experience.
In the earlier article, we identified five major errors and causes of failure. Let’s review how winning CX companies reframe those into successful strategies.  
1. Top teams understand CX success and get out of the way of their people to let them get on with it.
To achieve strategic CX success, it is necessary to understand the limitations imposed by industrial age thinking (getting better at doing the wrong stuff faster, functional specialisms, outdated reward systems) and help the organization migrate to Outside-In thinking and practices. At Zappos, for instance, it is more important to meet the customer (see Zappos hits the road.. http://bit.ly/Zappos2017) and gather insights, and provide input to reshaping the organization. The top team is actually out there “We want to shake the customers hands, give them really big high fives and meet their friends — delivering happiness and memorable experiences along the way,” said Kristin Richmer, Senior Brand Marketing Manager, Zappos.
The task then is not overlaying the new insights onto an industrial age siloed world. It is actually to reshape the organization, its people, the reward systems, processes and systems to better deliver successful customer outcomes. Tony Hsieh reinforces this feed forward approach “we actually want to talk with customers more as 70% of our business are repeat buys. Hiding our contact details and making it difficult to talk is not our way” http://bit.ly/TonyHseih
2. Customer needs are understood and developed to create the organizational alignment towards successful customer outcomes.
Leading CX Companies have developed an a-b-c strategy when boiled down includes
(a) stop asking customers what they want
(b) get your head around current customer expectations, and
(c) articulate customer needs even when the customer doesn’t know what they are.
This effort is not a ‘one and done’, it is about continual learning and then development of services and products that anticipate customer needs, rather than following the outdated mantra of those organizations seeking more and more (often meaningless) feedback.
And Disney provides a demonstration of this a-b-c approach.
Consider this:

Disney World Orlando, is about 43 square miles, about twice the size of Manhattan. 30 million guests per year enjoy 4 theme parks: the Magic Kingdom, the Hollywood Studios, Epcot and the Animal Kingdom.

You can navigate to these parks by car, bus, monorail, boats and a ferry depending on your hotel – and that in itself includes over 20 themed for your delight. Coupled with Disneys new wearable “Magic Bands” (see http://bit.ly/MagicBand) you receive a smooth personalized experience where ever you are.
This collection of entertainment is a dynamic living system focused on successful customer outcomes. With digital real-time feedback, Disney offers an integrated experience built around a co-ordinated set of business and customer outcomes, from the time you think of a trip, to the time you are back home with the kids.
3. Being customer-centric isn’t about projects – it is a state of mind.
A great mistake of many is approaching customer experience as an initiative, something with a clearly defined start and end point. Appreciating CX is a state of mind for the whole company is a major differentiator and allows successful organizations to continually tweak and evolve, rather than live in a permanent state of project stop-start crisis. The guiding principle is, at the heart of CX, change is desirable, welcomed and systematic. It impacts everyone and everything all the time.
4. Successful CX transcends measures and implements a rigorous feedback/feed forward framework.
A recent analysis in the banking industry suggested that more than 85% of the total key performance indicators measured outputs – things that get produced from activities.
Successful CX companies however, have a very different profile and focus, their attention is on measuring outcomes – the result of what is produced. To these companies this is not a semantic distinction, it underpins the total CX strategy. As a result, the measurement systems are simplified, and the focus on results rather than activity moves the dial towards customer centricity so much more quickly. Programs such as Disneys True North set a direction with supporting metrics, and rather than measure everything that moves they focus on the results and outcomes that need to be delivered to achieve successful customer outcomes. In this context, more than 75% of measures are ‘Outcomes’ with less than 25% outputs.
Test this for yourself in the call center. What are your top ten measurements, are they output oriented or outcome based? The former would be things like average handle time, abandon rates, downtime and so on. The latter would be the delivery of customer need, queries completely resolved (not the piece mean partial interim ‘first call resolution’ type things measured with a functional bias).
In summary, CX leaders have fewer measures and the majority are now Outcome-based.
5. CX is both the strategy and the operational objective to overcome needless complexity.
A recent Forrester survey says 81% of CX professionals are mapping experiences from the customers perspective but only 21% are mapping the ecosystem (processes, people, technology). In this context there are two opportunities that successful CX companies exploit:
i. CX can only be successful if you build a complete CX ecosystem map (we call that a CXecomap) which includes cause and effect and connects the people who deliver the customer experience with those people and systems who provide the means for it.
ii. CX Current state crisis. Successful CX companies can clearly articulate the what and how the organization should be doing to deliver great experiences. They do not become mired in the exercise of mapping all the current external and internal processes and systems (which can take years to complete and provides little in the way of direction for what should exist.)
These companies understand the reality that the current structure and systems were never created with excellent CX in mind but were in fact designed around an industrial age, production system based model. Accordingly, next practice is to utilize design principles that envision what should be, and then progressively mature and migrate the organization to that vision.
To conclude CX success doesn’t come from wishful thinking. It is a deliberate and sustained effort to understand and articulate the ever changing customer. To build a new trust with them that goes beyond the platitudes of the past. In the near term it is about becoming more scientific about the customer experience. In the longer term it is a guarantee of business success.
We have codified these CX next practice approaches into the CEMMethod (now version10). You can access that as a resource with others below.
The earlier article can be viewed here: ‘5 Critical Failures of 80% of Customer Experience initiatives’. http://bit.ly/CX2017
Other useful resources on this theme:www.bpgroup.org (workshops, accreditation, and certification)www.stevebtowers.com
www.successfulcustomeroutcomes.net (blog for all things customer experience)
www.cemmethod.com (CEMMethod v10)
www.outsideinthesecret.com (Free copy of ‘Outside-In. The Secret’)
Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Accredited CX Professional, Masters & Champions (ACXP, ACXM, ACXC) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 180 times, in 64 cities with delegates from 118 countries.
The program, now in its eleventh year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master or ACXP and demonstrate your professionalism http://www.bpgroup.org/training.html

Why it is time for the Outside-In Education System Revolution

Is the education system letting your kids down? Are the young folks joining us in the workplace equipped for the Digital Customer Age? Do you suspect ‘education’ is broken?

Watch this amazing video that puts education on trial… thanks to Tanguy Petre, CPP Champion @tpetre0168 for spotting this terrific and scary piece 🙂


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Accredited CX Professional, Masters & Champions (ACXP, ACXM, ACXC) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 180 times, in 64 cities with delegates from 118 countries.
The program, now in its eleventh year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master or ACXP and demonstrate your professionalism http://www.bpgroup.org/training.html

Is CX working for you? If not these resources might help

Neat resources to help with the CX transition stuff…

The CX Lifecycle Template (free) – have you got it yet?

The CX Lifecycle Template WEBINAR (free) – if you have the template you have got to do this!
https://cemnext.com/auto-webinar-registration

CPP Masters DENVER – a couple of places left in two weeks
https://11thdenvermasters.eventbrite.com

CPP Champions DENVER – a weekend special!
https://denver7thchampions.eventbrite.com 

CEM Leaders 3 hour (free) sessions in London – real, in the room, with Steve and James!
http://www.customerexperienceworld.co.uk/cem-leaders.html 

New website to celebrate 24 years of being – new look, new accreditations
http://www.bpgroup.org

Of course, if you have anything to add please let us know!
Ciao,
Steve

Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program (and ACXP)

An internationally recognized program with proven track record delivered by been there and done it coaches more than 180 times, in 64 cities with delegates from 118 countries.
The program, now in its eleventh year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master or ACXP and demonstrate your professionalism http://www.bpgroup.org/training.html

Business Process Management, dead and buried, or just resting?

I am excited to share this interview with BPM Tips recently where I talk about the evolution of BPM and its play with Customer Experience Management.


Interview with Steve Towers – Customer Experience Management and BPM fb.me/4cWCBudd8

As always, I would love to hear back from you with any comments and observations, just click the link  fb.me/4cWCBudd8 and feel free to share your comments.

Warm Regards, 

Eight ways to embrace the Enlightened Customer

“We are trying so hard but achieving so little” this phrase echoes around many organisations who are trying desperately to form and execute a customer centric vision and culture. Why is it proving so hard?

Guest blog: James Dodkins

The first thing we need to understand is that in the 21st century our customers are very different animals. Both you and I as customers have transformed beyond recognition, our changing attitudes and habits make us very difficult to keep up with. Some people have described this phenomenon as the ‘Enlightened Customer’ and it takes an enlightened organisation to deliver outstanding service to this new breed.

The spread of the internet has been the catalyst for this change in customers, we are all connected to each other, we are connected all of the time without exception, we are connected through many different devices and mediums, we are living in an always-on world.

Because customers have been exposed to more of the world… Read the full story (and get access to a FREE hands-on Customer Experience session)….
You can also get a sneak preview here: https://bit.ly/CEMLeaders


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html

Customer Experience Management (CEM) definition

Honestly, someone has got a grip on this. How can a definition be so difficult to come by? They are either soft, fluffy and meaningless or, try as they might, nothing to actually do with delivering successful customer outcomes. So there you have it, and here is the definitive definition:

Customer Experience Management (CEM or CXM) is a strategic approach used most commonly as a competitive differentiator. It involves aligning every aspect of an organisation towards the delivery of customer needs and successful outcomes no matter how far removed the customer is perceived to be.
This includes:
          Customer journey – what the customer does, expects and feels.
          Customer Interactions.
          Supporting internal process.
          Associated team and hierarchy structures.
          Performance metrics.
          Digital capabilities.
          Vision, mission & strategy.

Typically companies who engage in Customer Experience Management activities out perform those who do not.

Towers-Dodkins

“We have got to get more scientific about the Customer Experience”

Explore further with us…
www.stevebtowers.com

The Ten commandments of Customer Experience

It is good to have a guide in life. Many of us share political creeds, religious beliefs and codes of honour to guide our decision making. Wouldn’t it be crazy good to have the same for the doctrine of Customer Experience? When I co-authored the best selling book “CEM Success without Exception” back in 2006 Customer Experience Management was in its infancy. 

Now twelve years later we have the accumulated wisdom of the giants of CEM, proof that focus on Successful Customer Outcomes, Outside-In and working backwards are fundamental to winning organizations.

It is with these thoughts in mind and the worthy experience of many that I set pen to paper to craft these tenets as guidelines for all of us seeking to maximise our deployment of Complete Experience Management.

1. Customers are first, center and last for everything.

Understanding that all the work an organization undertakes ultimately stems from a customer interaction is key. Work to engineer every experience to the optimum.

2. Listen to the questions customers ask you.

Resist voice of customer surveys (they are biased and unrepresentative) and focus on understanding and articulating needs – the Needs of the Customer.

3. Stop selling and let people buy.

Customers are now prosumers and most know what they want and how to get it. You will not win them if you force sell; in fact, you will make enemies of them.

4. Map the Complete Experience.

This is both the stuff the customer sees (the customer journey and the brand promise) and the work that takes place across the rest of the organization to support all interactions. Combine those the Employee Experience and the Customer Experience you are nearing the Complete Experience; these are not separate things but should be viewed through the same lens.

The CEMMethod.com can help you in seeing the Complete Experience. 


See also 6 step ‘Duck Theory’ videos: http://bit.ly/DuckTheoryJames

5. Create your brand and be the brand you create.

Customers develop trust when you say what’ll you do, and then do what you say. Conversely, do not project yourself as something you are not.

6. Be consistent and truthful across all your channels.

Customers will interact in ways and times that suit them, so ensure you keep a coherent message across all experiences.

7. Act on People liking people.

Do not hide behind automation, whether that is voice systems, web interactions or even text messaging. The most intimate relationships are formed with people, not computers.
Keep in front of the song.

8. Creating memorable experiences requires anticipation and coordination.

Fix problems before they happen, and when problems do arise (they will) pull out the stops to put things right.

9. Design every customer experience for the category of customer.

You should never ever treat all customers in the same way. Personalization and direct communication are proven winners in an era of standardization.

10. Employees are your first customers.

If they ain’t happy your paying customers won’t be either. Treat your people well and let them know they are the most critical part of the brand and the total customer experience.
 
Join us for Complete Experience Management with coaching, training, consultancy and Certification at www.bpgroup.org 
 
Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

ACX and CPP Masters Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 270 times, in 67 cities with delegates from 116 countries.

The program, now in its twelfth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

 
Become a qualified ACX or CPP-Master and demonstrate your professionalism http://www.bpgroup.org/training.html

Six CX Facts that will shake you

The Bottom Line

  • 76% of consumers say they view customer service as the true test of how much a company values them. (Aspect)
  • 60% of consumers have higher expectations for customer service now than they did just one year ago. (Parature)
  • 74% of consumers have spent more due to good customer service (Ebiquity)
  • 67% of consumers cite bad experiences as reason for churn. (Esteban Kolsky)
  • $41 billion is lost by U.S. companies alone each year due to poor customer service. (NewVoiceMedia)
  • Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer. (Temkin Group)

Are you with CX yet? Join your fellow professionals in getting more scientific about the Customer Experience.

Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.
 
Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html