Companies are adopting digital initiatives and making changes to existing business models, processes, and systems to become customer-centric organizations in the era of the customer.
The Conundrum Of CX
Marketers have long been under similar pressures to quantify and justify any investment. The breadth of engagement across multiple channels over the customer life cycle complicates quantifying the ROI of CX improvements, just as it does for marketers. Identifying the critical touchpoints is difficult because businesses coordinate functions ranging from sales and marketing to customer service.
Linking CX to ROI
What can CX leaders do to help other stakeholders understand the importance of a positive customer experience? The first step is to observe and understand the stakeholders’ needs. The same approach applies to executives, just as it is important to understand customer expectations.
Work Together To Close Data Gaps
Data is obviously important for demonstrating ROI, but respondents said that access to data, followed by data quality, were the two biggest barriers to demonstrating CX value. Collaboration and communication are the keys to overcoming this stumbling block. Working with the data management team to prioritize data sources, partnering with finance to form a data task force, and reaching out to marketing or sales to piggyback on existing data quality initiatives are all examples of collaboration ideas.
As important as it is to provide excellent customer service, failing to communicate the financial benefits of those efforts to key stakeholders jeopardizes future gains. Leaders in customer experience must tighten their game, which includes being data-driven storytellers who understand their audience. Contact Cegura Technologies to know more about our services.
