In CX Network's Global State of Customer Experience 2021 report, 29 per cent of customer experience solution providers rated building a customer-first culture as their top CX challenge. In this article, CX Network discusses the dos and don'ts of introducing customer centricity.
Do: capture customer feedback across the entire customer journey
By effectively employing customer journey mapping, brands can make sure that each stage of the customer journey can be shaped around the customer's wants. It also helps them tackle any pain points that may appear at various touchpoints during the customer journey. Additionally, by employing entire customer journey mapping, companies can ensure that they are not neglecting crucial interaction areas.
Do not: get distracted by competing priorities
Introducing a customer-centric culture can become less of a priority to business leaders when they are distracted by other corporate priorities, like product development or cost reductions. Mitigate these distractions by bringing real, quantifiable data that proves the benefits introducing customer centricity can bring.
Do: invest in a customer data solution
By investing in a unified and scalable solution for data, channel management and communications, this will allow you to access all customer data within one place, avoiding data silos and making all insights accessible. Additionally, this will allow you to craft better and more efficient customer journeys, placing the customer at the center and answering their needs.
Do not: bury your stakeholders under mountains of data
While customer data is crucial for proving the return on investment (ROI) from CX measures and gaining stakeholder buy-in, avoid bombarding business leaders with endless statistics. Instead, select a few choice quotes that really drive home the message you are trying to give them.