#90 | DCX - Perspectives and insights on digital customer experience
CX Councils - Collaboration for Customer Experience Domination | Is Your Business Ready for a CX Council? | DCX Poll | Links to Industry news | DCX Thought Leader Profile of the Week
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Meet my good friend and the best leadership coach ever -
- He’s the love child of Simon Sinek and John Oliver…at least that’s the rumor.
CX Councils - Collaboration for Customer Experience Domination
Last week’s DCX poll showed that 38% of you are feeling the pain of organizational silos and see these barriers as the biggest obstacle to delivering amazing experiences. You’re not alone!
Silos rear their ugly heads through disjointed journeys, contradictory messages, and plain old turf wars. I get it - transforming culture is hard. So, where do you start?
Well, let me tell you about one proven way to smash through silos - the CX Council.
The CX Council is a team of doers and dreamers from across functions that come together to map, design, and enhance journeys. They act as the glue between groups historically operating in their own worlds.
This crew of customer champions brings seamless, unified experiences to life by connecting cross-channel journeys. They guide your brand from fragmented to frictionless.
Want in on the secrets to their success? I’ll outline the blueprint here.
What is a CX Council and why it's so important for your organization?
At its core, a CX Council is a group of leaders from different parts of your company who come together to make sure your customers have a seamless, great experience no matter how they interact with you.
Think of it like this: have you ever had an experience where you talked to one department and got one answer, then talked to another and got a completely different response? That's what happens when different teams work in silos, without talking to each other. A CX Council breaks down those silos and gets everyone on the same page.
When you bring together leaders from your digital team, marketing, communications, call center, field operations, and more, they can work together to make sure your customers have a consistent experience across all channels. Whether someone is talking to you on the phone, visiting your website, or chatting with you on social media, the CX Council makes sure they get the same great service and information.
Another big benefit of a CX Council is that it helps you be more efficient. Instead of different teams working on the same thing without knowing it, the council can prioritize initiatives and make sure everyone is working towards the same goals. That way, you're not wasting time or resources on duplicate efforts.
Of course, the most important thing is making sure you're actually listening to your customers and using their feedback to improve. That's where the CX Council comes in, too. They can look at customer data and insights to figure out what's working, what's not, and what you need to do differently. By always keeping the customer at the center of everything you do, you can make sure you're addressing their real needs and pain points.
A CX Council helps get everyone in your organization on the same page when it comes to customer experience. When business leaders, channel owners, and product managers are all part of the council, they can make sure their teams are working towards the same CX goals and strategy. That alignment is key for delivering a truly seamless experience.
So, if you want to make sure your customers have a great experience with your brand, no matter how they interact with you, a CX Council is the way to go. By breaking down silos, delivering consistent experiences, being more efficient, listening to your customers, and aligning your teams, you can build the kind of loyalty that lasts.
How to set up a CX Council that really makes a difference.
The key is to get everyone on the same page from the start, agreeing on what you want to achieve and how you'll make decisions. When you have a clear, customer-focused mission, your council can lead the way with confidence.
So, first things first - what's the purpose of your CX Council? What customer experience issues do you want to tackle? Maybe you've noticed more customers leaving, or your NPS scores could use a boost. Perhaps the customer journey feels disjointed. Whatever it is, be specific about the problems you want to solve.
And don't forget to define your scope - will you focus on digital experiences, or look at the whole customer journey, including products and retail? It's okay to start with a narrower focus and expand later.
Next up, think about who needs to be involved. You'll want key stakeholders from different areas, like product management, channel owners, analytics, and operations. Make sure you have an executive sponsor and a council lead who can really champion your mission and keep things moving forward.
To make sure your council is effective, you'll need some guiding principles for decision-making. Base these on your strategic priorities, like making things easier for customers, anticipating how decisions will impact revenue, and delivering real value to your customers. A framework like Jobs-to-be-Done can help you see things from the customer's perspective.
By taking the time to align on your purpose, stakeholders, and principles right from the start, your CX Council can be a powerful force for change. With a clear mission and charter, you'll be ready to tackle those customer experience challenges head-on and make a real difference in your organization.
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Assembling Your CX Dream Team
Now that you've got your mission and charter in place, it's time to put together your dream team. Think of it like assembling a squad of superheroes, each with their unique powers. You'll need a mix of strategists who can see the big picture and specialists who can make it happen.
Bring in the channel experts. These are the folks who really know the ins and outs of your digital channels, like mobile, web, and messaging. They'll be key in making sure your digital experiences are top-notch. Don't forget about the human touch, too - your call center, retail, and sales teams are crucial for delivering great experiences across all channels.
You'll need the customer insights gurus from your consumer marketing team. They'll bring the voice of the customer to the table, sharing valuable research and journey expertise. They'll make sure you're always looking at things from the customer's perspective.
Don’t forget about product and operations. These are the people who will set experience requirements, create roadmaps, and balance business goals with operational needs. They'll keep you grounded and make sure your plans are feasible.
Most important to a CX council’s success is the executive sponsor. This is your champion, the one who'll secure the budget, align priorities, and provide air cover when you need it. They'll be your biggest advocate and help you navigate any obstacles.
You might have noticed that I didn't mention IT on this list. That's intentional - at this stage, you want to focus on what your customers expect and need, without getting bogged down in technical limitations. Set your CX agenda first, then work with IT to figure out how to make it happen.
By bringing together this diverse group of experts, you'll have a CX Council that can look at challenges from every angle. They'll balance customer needs with technical feasibility and business impact, helping you make the best decisions for your organization. With this dream team in place, you'll be ready to tackle any CX challenge that comes your way!
Creating CX Council Success.
The key is finding the right balance – you need enough structure to keep everyone aligned but not so much that you lose your ability to be flexible and move quickly.
Create a simple template for taking in ideas and requests. This will help ensure everyone provides the necessary context. Set up regular meetings to review and prioritize these proposals. The goal? Be consistent without getting tangled up in bureaucracy.
Another important aspect is being both proactive and reactive. Carve out time to thoroughly map your customer journeys, identifying pain points and areas for improvement. At the same time, be ready to pivot and provide rapid feedback when your product teams present new capabilities. It's a balancing act between long-term planning and staying agile.
From my experience, meeting every other week tends to be the Goldilocks zone. It provides enough breathing room to gather customer insights and craft recommendations without overdoing it on the meetings. Stay connected, but avoid getting bogged down.
When it comes to decision-making, clarity is key. Align on what factors you'll weigh: customer pain points, revenue potential, and development costs. Make sure everyone is on the same page about how you'll evaluate trade-offs.
Oh, and don't forget to document everything clearly for the rest of the organization! Showcase the value your cross-functional team is delivering. The more you demonstrate your impact, the more confidence others will have in your guidance over time.
So there you have it – a blueprint for setting up your CX Council. With the right structure and approach, you'll be able to move swiftly, stay aligned, and deliver top-notch experiences for your customers.
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Launching a CX Council isn't always a smooth ride.
There are some potential potholes along the way, but don't worry, I've got you covered! Alignment is key. If everyone's not on the same page, you'll just be spinning your wheels.
Make sure you get the whole crew - executives and leaders included - rallied around shared goals, metrics, and the overall charter. And keep an eye out for any hidden dissenters, you want to address those head-on.
Speaking of decisions, you don't want unclear rules slowing you down. When trade-offs come up (and they will), everyone needs to know who makes the call. The executive has the final say, but the council should shape the recommendations. Map out those escalation paths so there's no confusion - clarity is the name of the game.
Resources, or lack thereof, can be a real pain. Double-check that everyone has the bandwidth to participate fully - no flaky members allowed! Focus on the most glaring customer pain points first so you can rack up some early wins and prove the council's value.
Now, if you don't have executive support, you might as well pack it in. Leadership needs to be your biggest cheerleader, clearing roadblocks and handling any turf wars that come up. Keep them in the loop with progress updates to keep them engaged.
Lastly, bad data can really throw a wrench in the works. How can you improve experiences without solid analytics? Take a hard look at your current tools and data, and identify any gaps. Start with the low-hanging fruit while you make investments to level up your data game.
But hey, don't sweat it - you've got this! Mitigate those risks, lay the groundwork for solid governance and resources, and rally the troops around some quick wins. Stick with it, even through the inevitable culture change, and you'll see the payoff in the long run.
Are You Ready to Create a CX Council?
In the sections above, I laid out the ingredients for these cross-functional squads to drive unified journeys. Now that I hope you are inspired to spearhead one, let’s your assess readiness.
I know you’re probably pumped to connect far-flung groups into an insight-swapping powerhouse! But launching a high-profile council too soon can flop if the landscape’s rocky. Better prepare the organization, so takeoff ignites momentum rather than resistance.
Start at the top - is the C-suite genuinely bought into the vision? They need to be your transformation sponsors when political storms inevitably hit. And what about the front lines? Beyond marketing fans, what’s the temperature for central governance? Lastly, can you clearly spot customer struggle points with current data and analytics tools?
While you see the urgent need, is the org mature enough to embrace an overhaul? If not yet, smaller working groups can prime the pumps. But with senior commitment confirmed and cultural readiness in sight, a council kickoff can formally connect the dots!
Strap in for turbulence either way. Embedding new ways of working has fits and starts. But with executive air cover and customer truth fueling decisions, your inaugural council meeting will be clearing the launch tower before you know it!
Gauge your organization's preparedness:
🟩 Executive sponsorship and air cover in place
🟩 Customer-centric culture and strategic alignment
🟩 Cross-functional collaboration between groups
🟩 Voice of customer insights and analytics established
🟩 Primary journeys mapped with known pain points
🟩 Stakeholders bought into transformation necessity
If most boxes are checked, you have a foundation for introducing a successful CX Council.
Onward!
DCX LinkedIn Poll of the Week
This week, I asked our colleagues in the Customer Experience Professionals Group on Linkedin, What is the top strategy for fostering a customer-centric culture in an organization?
According to almost 80% of the CX pros responding, putting customers at the center of everything is the key to success. It's like when you find that perfect app that just gets you, you know? That doesn't happen by chance - it's the result of a company that genuinely listens to what you need and want.
While only 5% of respondents see investing in CX technology as the top strategy, it's essential to recognize that technology is a facilitator rather than the core of customer experience. It's a tool that enables businesses to deliver exceptional service more efficiently.
Feedback loops, on the other hand, act as the sensors of your business, constantly monitoring customer satisfaction levels. They provide valuable insights into what's working well and what needs improvement, allowing you to make data-driven decisions and adapt to changing customer needs.
Training is equally critical, ensuring that every team member is equipped with the skills and knowledge needed to deliver a customer-centric experience consistently. It's not an optional extra but a fundamental requirement for success.
To build a robust, customer-focused culture, CX professionals should:
1. Prioritize a "Customer First" mindset, treating customers as the VIPs of your business.
2. Leverage technology strategically to streamline and enhance service delivery.
3. Establish strong feedback loops to stay attuned to customer sentiments and needs.
4. Invest in continuous training to keep your team sharp and adaptable.
By focusing on these areas and fostering a culture that genuinely puts the customer first, businesses can create experiences that resonate with their audience, build lasting relationships, and ultimately drive success in an increasingly competitive marketplace.
Industry News, Ideas, and Insight
$3.7 Trillion of 2024 Global Sales are at Risk Due to Bad Customer Experiences | XM Institute
Bad customer experiences lead to decreases in spending and loss of customers for companies in various industries, causing a total of $3.7 trillion in potential sales at risk globally. Although there has been a decrease in the frequency of bad experiences, consumers are reacting more severely to them, leading to a larger impact on sales.
Why you almost never see a clock at the mall (hubspot.com)
Dow's Customer-Centric Digital Transformation with Heart of the Customer | Heart of the Customer
Dow, a leading materials science company, partnered with Heart of the Customer to improve their customer experience through a digital transformation. This included mapping the customer journey, identifying pain points, and understanding customer needs. The results were successful and led to increased website usage, improved customer satisfaction, and increased digital sales. This approach also enabled faster innovation in material science through the use of AI and ML technologies.
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DCX Thought Leader Profile of the Week
Every week, I introduce you to another inspiring professional from LinkedIn who has the potential to make a significant difference in your life and career.
This week’s thought leader is Steven Van Belleghem, Co-founder and Board member at nexxworks and Keynote Speaker
Steven Van Belleghem, a prominent voice in customer experience, expertly combines the power of technology with the essence of human connection. As a co-founder and influential member of nexxworks, he spearheads efforts to redefine customer engagement through technological innovation and empathy.
With roots in Aalter, Belgium, Steven's educational journey includes a notable stint at Ghent University, where he pursued applied economics, and later, his marketing prowess was further shaped at the University of California, Berkeley, Haas School of Business. His career encompasses significant achievements as an entrepreneur, educator, and thought leader in marketing.
“If your eyes are facing the internal part of the business, your ass is facing the customer. So keep your eyes on the customer!”
― Steven Van Belleghem, When Digital Becomes Human: The Transformation of Customer Relationships
A revered author, Steven has penned six bestsellers, with "The Offer You Can't Refuse" being among his latest works, showcasing his vision for creating irresistible customer value propositions in a digital-centric world. As an international keynote speaker, he has shared his insights on digital customer experiences in over 45 countries, captivating audiences with his forward-thinking approaches.
At Nexxworks, Steven's passion for innovation thrives, where he curates executive tours designed to inspire transformative customer engagement strategies across industries. His global explorations for business insights have also laid the foundations for his impactful YouTube show and his influence on peers and professionals.
Steven's legacy as a visionary thought leader is encapsulated in his dedication to integrating digital advancements with an empathetic approach toward customer interactions.
By investing in and advocating for a future where technology enhances human-centric experiences, Steven remains at the forefront of shaping customer engagement strategies for industry giants like Disney, Mastercard, and Mercedes. His journey illustrates a relentless pursuit of innovation, underpinned by a belief in the synergy of technology and empathy in crafting unforgettable customer experiences.
Thank you for reading this week.
Please share with others you think would benefit.
One More Thing
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-Mark