Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Among competition strategies, Customer Experience is king

Gartner says CX is the key to customer relationships

The goal of CX is to meet and exceed customer expectations, but while 48% say their CX efforts exceed management's expectations, just 22% of CX leaders report their CX efforts exceed customers' expectations.

To address this challenge, Gartner established what it calls the 'CX Pyramid', a methodology that helps test organisations' customer journeys and create more powerful experiences that deliver greater customer loyalty and brand advocacy.

The Gartner CX Pyramid is, in effect, a framework to understand what separates the most powerful customer experiences from the rest. Each level, from bottom to top, defines an incrementally stronger way to forge relationships between an organization's brand and their customers based on the way CX leaders listen for, understand, act on and solve customer needs.

The pyramid helps to identify the most powerful CX based on criteria including: (a) how the experiences are triggered, (b) the amount of effort required of the customer, (c) the completeness of the solution, and (d) the emotion and change in perception created by the experience.

According to Gartner, the pyramid goes beyond just solving today's problems for today's customers, by focusing on five key stages:

1. Communication Level - Furnish customers with the information they can use via the right channel at the right time.
2. Responsive Level - Solve the customer's problem quickly and efficiently - meaning, balance both business and customer goals, measures and strategies.
3. Commitment Level - Listen for, understand and resolve customers' unique needs.
4. Proactive Level - Provide experiences that resolve needs before customers ask.
5. Evolution Level - Make customers feel better, safer or more powerful.

Through these levels, the pyramid should serve as a filter to review customer touch-points and experiences throughout the entire buy/own/advocate customer journey.

As a result, CX leaders who want to implement more powerful, proactive and innovative solutions through the pyramid should follow three key steps:

1. Assess Your Capabilities - Ensure you're capturing a thorough understanding of customer wants, needs and expectations, not just their perceptions of your existing initiatives.
2. Tailor Your Customer Journey Maps - Push experiences in the top of the CX pyramid at key touch-points and drive customers deeper into the buy/own/advocate journey.
3. Measure Your CX Efforts Differently - Make sure you measure your more innovative customer experiences against adoption, perception and financial objectives.

"The fact that so many organisations understand the importance of CX to the brand, but are unable to deliver outcomes that meet or exceed customer expectations is indicative of a growing need for fresh approaches to delivering more positive outcomes for customers," said Augie Ray, Research Director for Gartner. "Leading brands in CX tend to start with a strong foundation in customer satisfaction."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)