This is the first post in a five-part series about the key components of a CX framework.
Over the last 20 years, I’ve helped design many, many VOC (Voice of the Customer) and CX (Customer Experience) initiatives for my clients. As such, I came up with the following graphic that shows the key components required for a successful go at it. Honestly, it’s not just an “initiative;” it’s a cultural transformation.
Throughout this series, I’ll define each component; as I move through the series, I may come back and update previous posts.
I’d like to call out that when I say “Voice of the Customer,” I’m not simply referring to a survey. There are so many other sources for the customer voice than a survey, and any VOC initiative involves so much more than just the feedback itself. It doesn’t just have one person overseeing the effort; it takes a village, er, an entire company. VOC is an important piece to the overall effort of an organization to be more customer-focused. It is one of the tools to help you deliver the optimal customer experience. There is no end point; focusing on VOC and the CX are ongoing — remember, this is a journey.
As I define each of the items in the graphic below, keep in mind that the customer will always be at the center of every conversation, decision, or plan that is a part of the transformation.
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| Key Components of CX Framework |
Let’s start at the beginning…
- Does your CEO support the VOC/CX efforts? Has an executive sponsor or lead been determined?
- If you don’t have executive buy-in or support, how will you get it? What quick wins can you create to show the impact of a VOC/CX focus?
- Is there a CX champion at the C-level, someone who owns the initiative? Perhaps you have a Chief Customer Officer?
- Will the customer have a seat at every executive management and board meeting?
- What’s the organization’s current level of maturity when it comes to customer-centricity?
- Is your entire organization aware of your brand promise? Your brand promise sets expectations for your customers about all interactions with your people, products, services, and company; it drives everything the organization does and should be apparent at every interaction at every touchpoint. (For more details on what a brand promise is/does, check out this post on Branding Strategy Insider.)
- Do you have clearly-defined objectives for your VOC/CX efforts?
- What are your key success metrics?
- What is your communication plan? How will you communicate your efforts to employees, customers, partners, stakeholders, etc.?
