Establishing a customer-centric culture requires executive leadership and cross-functional alignment. The values and principles leaders communicate must be embedded at each level of the organisation, reflect in performance management targets, and influence strategic priorities. By embedding customer priorities into the organisation, leaders have an additional lever to drive profitability, employee retention, and revenue growth.
Building a stable, repeatable process for capturing customer feedback at every customer touchpoint and moment of truth is foundational to CX management. Best-in-class organisations build in mechanisms to respond to feedback and close the loop at scale with customers. In addition, these organisations provide teams the relevant, real-time metrics they need to coach their teams and improve how they operate.
Mature organisations cultivate a deep understanding of core customer segments and all elements of the customer relationship. In addition, they add a competitive layer to provide context. Advanced customer analytics are critical to deriving the insights that can lead to strategic, cross-functional improvement.
An engaged workforce is vital for the long-term success of any customer-centric company. CX leaders create an environment that builds customer centricity through the employee lifecycle -- from recruitment to exit. As employees become more engaged, they naturally produce the customer experiences critical to loyalty and retention. Managing employee engagement allows leaders to understand and reomove the barriers to improved customer experience delivery.
Mature programs are built to evolve with the needs of the business and changing market conditions. As an organisation adds new employees, launches new products, enters new markets, and faces changing strategic situations, CX programs must be built to adapt. In addition, these organisations encourage a culture of research methodology rigor that optimises data quality and encourages internal thought leadership.