CX Metrics are being abused and misused… see how the road to hell may be paved with good intentions.
I am happy to invite you to the #VIIICongresoDEC, a reference event in CX in which I will be participating as a keynote speaker.
This year it is about Employee Experience and its relationship with Customer Experience. October 5th. Do not miss it!
It should stand to reason that great Customer Experiences are born with fantastic Employee Engagement. Why is this so often not the case? There are three attitudes that top teams can apply to help their people provide the ultimate experiences – both engineered and free-flowing.
Successful Customer Outcomes
A concept not well understood comes from Apple’s playbook of crafting Successful Customer Outcomes. One of Steve Jobs most famous quotes highlighted a different starting point to craft truly successful customer outcomes. For many leaders, the stark contrast between Industrial Age thinking and Customer Age/’Outside-In’ practice provided a platform to liberate their employees from scripts, tasks, and outputs. The best of these examples shows us all a better way.
How are you currently measuring success? Is it by the number of jobs done, tasks completed, and outputs achieved? If those things represent your major Key Performance Indicators, or the more fashionable Objectives and Key Results then you may need to think again.
Why so? Liberating employees from the shackles of these measures will produce better customer experiences, improved bottom lines, and enhanced shareholder value from the get-go. Creating Results-Oriented Communication (Jim Sinur) is a quantum leap from the industrial era praxis. We will review those next practices and layout a plan to deliver immediate and sustained results.
Here’s a piece on flawed measurement systems: https://www.cxobsession.com/2020/07/27/call-canters-fail/
So please join me on CX day 2021 in Spain and we will demonstrate a better way!
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn
Start here and follow these simple steps:
Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP
Step #2 – Get The Book: Outside-In The Secret *FREE* | https://bit.ly/OI2021now
Step #3 – Get the Software:
Parallel | http://bit.ly/Parallel2021
Step #4 – Connect With The Community:
Step #5 – Keep Pace with Change:
Recent Interview | http://bit.ly/STInnovation
Developing the skills to ‘see around corners’ is just one of the factors that separate high performing professionals and companies from the also-rans.
That is what this one-day Masterclass, led by Number One Best Selling Author, Global 20 Guru and Consultant to the best, Steve Towers, is all about.
This is an intensive hands-on workshop during which you will gain access to powerful tools that can, with immediate impact, transform your business and customer outcomes forever.
You can review the complete detail here: https://denvermasterclass.eventbrite.com
You will leave the workshop equipped with new tools and techniques, access to all the workshop materials plus a signed copy of Steve’s books Outside-In and his 2020 Number One bestseller Dare! Behind The Scenes Of The Best Business Transformation Project In The World.
You can review the complete detail here: https://denvermasterclass.eventbrite.com
Space is limited so please book early to avoid disappointment.
You have impacted the lives of many of us in the Business community, in a big way in our career journey. Our success can be attributed to your insights on Outside-In Thinking and Customer Experience, among others.
Mashaba Mulaudzi, Manager Process Innovation, South Africa
This experience has completely transformed how we measure, collaborate, communicate and innovate with the customer in mind. Keen to guide the next willing souls on this journey.
Durrel Ramrathan, ACX Master Coach
Brilliant Workshop. The speaker was awesome and gave great guidance on matters I am finding in the workplace.
Cindy-Lee Muller, Planning & Roadmap Manager, MTN (Pty) Ltd
The workshop is highly recommended for anyone who wishes to simplify and expedite processes thereby enhancing customer satisfaction. The speaker is immensely knowledgeable and demonstrates vast experience in the subject.
David Mulovhedzi, DPSA
Thank you so much for your time, energy, and investment in our growth and success during our Masters course. You shared your wisdom, stories, and made it personalized to us. We are so grateful.
SAP Sales Process Optimization Team, USA
Thanks to you for a fantastic mentoring programme … I am an Outside-In fan now!
Jimmy Cuadra, Director of Information Management, Akzo Nobel Paints, Singapore
We can learn a lot from Jeff Bezos. 60 seconds may be enough when you understand how he creates success.
I am still perplexed that so many folks seek to justify the failure of once-great companies like Nokia, Motorola, Blockbuster and Circuit City as being complex.
It wasn’t complicated and still isn’t to understand the reasons why they crashed and burned. It is in fact pretty simple. If you lose the connection between yourselves and customer success you will fail fast. All the best leadership, innovation and culture crumbles if you are not delivering #successfulcustomeroutcomes. However, don’t take my word for it – let’s hear it from the maestro himself
Learn more about embedding ‘next practice’ into your work and organisation by joining us at one of our upcoming courses at www.bpgroup.org
The single biggest piece of advice I give to senior executives setting out on the Customer Experience journey is to STOP. Yes seriously, the vast majority of CX efforts are completely misaligned.
CX Efforts Misaligned
Don’t get me wrong the intentions are good. Unfortunately, it goes something like this:
- Top Team are listening and decide they need to get with this customer centricity/Outside-In/working backwards thinking.
- Senior Management makes noises that the customer is THE thing the business must focus on.
- The Executive engage the marketing and sales guys to get with it and start pushing the message.
- Functional leaders hear the noise and bluster. They start using the language, whilst thinking this is just more fluff and nonsense. They make the right noises for now but keep their heads down, because they know this will go the same way as so many other ‘strategic initiatives’.
- Fundamentally functional heads carry on working with the out of date reward system that promotes sub-optimal industrial age thinking and practice.
- The Executive see the usual inertia, results not coming through, apathy and indifference and decide their business isn’t really an Amazon.
- Top Team then reverts to just getting better at what we are doing, then when someone in ‘our industry’ proves it we will follow.
- Functional leaders breathe a sigh of relief and invest even more in industrial age systems and training. The illusion of doing something, in this case, is actually worse than doing nothing.
- The businesses failure is noted by customers who move to those who do understand and deliver Customer Experience success.
- The company becomes another footnote in the history books. Talked about at business schools and picked apart because of the failure to get the new Outside-In customer-centric mindset.
Making Customer Experience Successful everywhere all the time
This isn’t rocket science (unless you are NASA of course). Understanding that the structures and ways of working from the industrial age were NEVER designed to be customer-centric. They were established to make things faster by optimizing production lines.
And oh, don’t think because you are not in manufacturing you are OK. It is likely your complete ways of working will be making everything look like production management systems, with talk of leaning out, waste reduction, standardization, efficiency, productivity. Sound familiar?
Understanding this Customer Experience misalignment is fundamental.
I encourage doing three things before re-joining the CX road-march:
- Understand how big the gap is between what you are doing and what Successful Customer Outcomes you need to be delivering.
- Audit the current key performance indicators.
Are they mostly about outputs?
Usually, the balance will be 80% output metrics (like calls answered, Average Handle Times, Abandoned Rates, Projects completed on time to budget etc.).
Meanwhile, the really important measures that tell you a Successful Customer Outcome is being achieved will only be a small proportion.
What you measure is what you get and no amount of Customer Experience drum banging will work unless those measures of Outcomes become the most important.
- Create an awareness of what real CX success is all about.
This isn’t just the stories. It is about the actual things on the ground that need to change. The WHY and the HOW go hand in hand. Often times upskilling a group of key players at all levels to make them Ambassadors for the Customer achieves way more than massive corporate investment in branding and image.
In conclusion, Customer Experience cannot be treated just like another corporate initiative. To achieve success requires a significant shift in mindsets, and when that is achieved the realignment of the Enterprise to Outside-In can really begin.
Want more guidance and tips like this?
☑ More Articles like this one – visit my CX Obsession resources
☑ Upskilling and mentoring – Every level from the boardroom to the lunch room – BP Group
☑ In person and virtual training – The ACXM™ program
☑ Executive briefings and keynotes – How to get your hands on me and other CXperts (see what I did there?)
Neat utility that can help with trending Customer Experience topics 🙂 #cx
Guest blog: James Dodkins