Does CX Have a Multiple Personality Disorder?

Have you noticed how many companies tout themselves as CX leaders? Merkle, a performance marketing firm claims CX supremacy through their data and digital prowess.  Medallia, a provider of enterprise feedback management (EFM) software, approaches CX by measuring and improving customer sat.  Loyalty firms and contact centers have planted their flags on Mount CX, and every major consulting firm is getting into the act! 

If you are an organization looking to improve the overall experience in order to drive revenue and loyalty, which do you choose? Your agency may be fantastic converting leads and providing a seamless digital experience, but what if customer service is your biggest pain point? You could make a significant CX investment, but till lose customers in droves if your advisor is only examining one symptom of a larger issue.

We think of these as separate CX disciplines, each with different technology stacks, customer bases, and subject matter experts. I have always questioned why this is the case.  Each sector uses data (structured/unstructured), analytics, and measurement to optimize a given experience. They all seek to improve a phase of the marketing funnel or retain/grow lifecycle.  They also have clients in common, fighting for business across different departments and budgets.   When the dust settles, you have several “CX” software platforms, internal teams still don’t share data or talk to each other, and you have a very expensive and uneven CX effort.

Overdrive Recommendations

  1. Identify the Problem: Before embarking on your CX effort, gather a cross-functional team to get all of the issues out on the table, from lead gen through to loyalty. Define what “CX” means to you before engaging further.
  2. Treat Data as Data: You have a marketing data warehouse, you have digital event data, you have structured and unstructured sentiment and device generated data. Think about how you can combine these data sets to personalize interactions and customer treatments.  For example, you should know who your best customers are, which ones are your fans (via sentiment), which products they need, and how engaged they are with your brand.
  3. Don’t Get Stuck on Acquisition.  Make sure your chosen partner (or partners if you are combining the effort) have expertise in the full breadth of the customer lifecycle. Your partner should have a methodology for uncovering customer needs; they should understand both the marketing , sales, and service aspects of the business; they should know the technology landscape, and be able to prescribe integrated strategies to drive customer growth, retention, and loyalty.

There is a lot of exciting work occurring in CX today.  AI and cloud technologies are teaming up to help companies measure and manage customer behavior in real-time. The term, however, can still have several meanings depending on who you ask. Taking a broader view of CX can profit your organization in the long run.

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