The 6 CX tools you need

A couple of weeks ago I highlighted a four-level hierarchy which may be used to contextualise the components of a good CX programme:

1.    Visionary

2.    Strategic

3.    Tactical

4.    Operational

I also identified six challenges for a CX programme:

1.    Provide long-term guidance in a constantly changing market

2.    Identify needs and then support the development and rollout of major CX initiatives

3.    Support the continual improvement of all customer touch-points

4.    Drive consistency in everyday interactions

5.    Ensure an appropriate level of investment in each element of the customer experience

6.    Be able to respond quickly to a crisis or unexpected opportunity

So, in the interests of further enumeration, six CX tools you need:

1.    Visionary Study. Run annually or biennially, the Visionary Study is used to identify and understand the potentially implications for the business of emerging consumer or market trends. This is the study which warns of grey swans (if not the completely unexpected black swans). If Kodak had had a Visionary Study perhaps they’d be leading the market in digital cameras…

2.    Relationship Study. Run quarterly, the Relationship Study provides a holistic view of CX performance across all customer touch-points. In doing so one can quantify both performance and relative touch-point importance (aiding investment decisions). A good Relationship Study will support both strategic and tactical needs.

3.    Voice of the Customer (VOC) Programme. Taking its cue from the Relationship Study the VOC programme provides the opportunity to constantly monitor what matters most at each stage of the customer journey.

4.    Deep Dive and Ad hoc Studies. The Relationship Study and VOC provide a business-as-usual approach to running a CX programme. If only it were that easy. In reality, life intervenes with competitors, customers and the market all capable of mocking your best-laid plans. Here we turn to Deep Dive Studies (sometimes as part of the Relationship Study) and Ad hoc investigations to address these in a timely manner.

Additional to the four studies / programmes above two other pieces of the CX jigsaw are required:

5.    A set of models linking actions to outcomes. For instance, what happens to satisfaction when prices rise by 5%? What happened to sales when frontline staff were retrained? Some of these models may be predictive, some explanatory. Without a set of models and a holistic understanding of the entire customer experience decisions around investment and ROI become guesswork.

6.    A quantifiable and identifiable understanding of the individual customer. Their needs, value, motivations, life-stage, lifestyle etc. Anything that can help to contextualise their experience and target initiatives.

And of course, the skills to utilise these six CX tools to your best advantage.