DCX #104 | Stuck in a CX Rut? 7 Bold Strategies to Reignite Your CX Program
Is your customer experience program feeling as stale as last year's marketing plan? Inject some much-needed excitement with these game-changing tactics.
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Most CX programs are stuck in the past and need a radical reboot. Stagnation in your CX program ends today.
Here's a sneak peek of what's in store:
Gamify Customer Engagement
Implement Zero-Contact Service Models
Co-Create with Customers
Hyper-Personalization Using AI
Launch a CX Innovation Lab
Develop a Customer Advocacy Program
Embrace the Power of Storytelling
Ready? Let’s go.
Does your CX program feel stuck in the past?
Have you been doing the same old song and dance for months (or even years), and it's starting to feel like you're just hitting refresh on the same tired strategies, going nowhere fast?
Believe me, I know the feeling.
It feels as if you're investing all your energy into delighting your customers, but no matter what you do, the metrics just won't budge.
Your conversion rates are flat-lined, your engagement is in the toilet, and you're starting to wonder if this whole CX thing is even worth it.
But here's the thing: it's not just you. Every CX pro hits a wall at some point. It's the virtual equivalent of writer's block.
You come out of the gate strong, full of big ideas and bold digital strategies, and then... nothing.
Radio silence.
404 errors all around.
It's frustrating as hell, isn't it?
You know your customers deserve better.
You know your business needs to stay competitive in this fast-paced and ever-evolving marketplace.
But try as you might, you just can't seem to break through the doldrums and get that momentum going again.
Well, I'm here to tell you that it's time to ctrl+alt+delete that stagnation mindset.
It's time to stop settling for "good enough" and start pushing the boundaries again.
It's time to get back in touch with that fire that got you into this CX game in the first place.
And lucky for you, I've got just the thing to help you do it.
In this article, we're exploring 7 forward-thinking strategies for overcoming obstacles and taking your experience to new heights.
So, if you're ready to stop playing it safe and start shaking up your status quo, keep scrolling.
Because it's time to put the "X" back in your CX.
Ready to dive in and get some of that CX magic for yourself?
Let's go!
Strategy #1: Gamify Customer Engagement
The Power of Gamification
Wouldn't it be awesome if engaging with your brand was as addictive as playing Candy Crush? That's what gamification can do for you.
By sprinkling game-like elements throughout your customer experiences—think points, badges, leaderboards, and challenges—you can create experiences that are so fun and rewarding that your customers won't be able to resist.
The trick is to make it authentic to your brand and insanely valuable to your customers. Start small, experiment, and keep tweaking until you find the sweet spot.
Case Study: Duolingo's Language Learning Magic
Duolingo is a prime example of a company that has mastered gamification. They've turned language learning into an engaging and addictive experience.
Get this: they've managed to make learning a new language—which, let's be real, can be a total snoozefest—into something that's actually fun and addictive.
And their secret sauce? Gamification!
They started by sprinkling in some classic gaming elements, like points, levels, and streaks.
So every time you complete a lesson, you rack up some sweet XP (that's experience points for you non-gamers out there).
And the more you learn, the higher you level up. It's like watching your character get stronger and more badass with every quest you conquer.
But here's where it gets really genius: they've also got these daily streaks that keep you coming back for more.
It's as if they've unlocked a psychological secret that makes you feel like you just can't miss a day of practice, or you'll lose all your progress.
I'm telling you, it's evil and brilliant all at the same time.
And if that wasn't enough to get your competitive juices flowing, they've also got leaderboards and leagues where you can go head-to-head with other language learners from around the world.
It's akin to the World Cup of language learning, and you better believe people are busting their butts to take home that Cup.
The most impressive part? It's generating remarkable results. Duolingo has over 500 million users worldwide. That's insane!
And their retention rates? Through the roof.
People just can't seem to quit Duolingo because they're so hooked on maintaining those streaks and leveling up.
The app has seamlessly integrated into their daily routine, like brushing their teeth or checking their Instagram feed.
How to Gamify Your Own Customer Experience
So, what can we learn from Duolingo's gamification magic?
It's all about finding ways to make the boring stuff fun, the hard stuff rewarding, and the mundane stuff addictive.
And if you can sprinkle in some friendly competition and tap into people's innate desire to make progress and achieve goals, you've got yourself a recipe for customer engagement gold.
Now, I know what you're thinking: "But my business isn't a language learning app! How can I use gamification?" And to that, I say: get creative, my friends!
There are endless ways to gamify your customer experience, no matter what industry you're in.
Maybe it's a loyalty program that rewards customers for repeat purchases or referrals.
Maybe it's a challenge that encourages them to try new products or services.
Maybe it's a leaderboard that celebrates your most engaged social media followers.
The possibilities are endless!
The key is to start small, experiment, and see what resonates with your audience.
And don't be afraid to have some fun with it! After all, if Duolingo can make conjugating verbs feel like a party, imagine what you could do with your own customer experience.
So go forth and gamify, my friends! And who knows—maybe one day, we'll all be speaking a new language (or at least racking up some serious XP) thanks to your killer CX strategy.
Strategy #2: Implement Zero-Contact Service Models
The Rise of Contactless Service
In today's post-pandemic world, contactless is king.
Your customers want to get stuff done without having to interact with a single human being.
Enter zero-contact service models—like self-service kiosks, mobile apps, and AI-powered chatbots.
They let your customers skip the lines and the small talk and get right to the good stuff.
Case Study: Amazon Go's "Just Walk Out" Shopping
Just look at Amazon Go, the convenience store chain that's revolutionizing the shopping experience.
With their "Just Walk Out" technology, customers can simply grab what they need and go, without ever having to wait in a checkout line.
Here's how it works:
Customers use the Amazon Go app to enter the store.
Once inside, a network of sensors and cameras track the items they take from (or return to) the shelves.
When they're done shopping, customers can just walk out—and they'll be automatically charged for their purchases.
The result? A frictionless shopping experience that saves time and eliminates hassle.
No more waiting in line, fumbling for cash or cards, or interacting with cashiers. Just pure, unadulterated convenience.
And it's not just about the customer experience, either.
Amazon Go's zero-contact model also provides valuable data-driven insights into shopping behaviors, helping the company optimize its inventory and layouts to better serve its customers.
Integrating Zero-Contact Tech into Your Business
As more and more businesses adopt zero-contact service models, it's clear that the future of customer service is contactless.
So, if you want to stay ahead of the curve, it's time to start thinking about how you can integrate these innovative technologies into your own business.
Here are some tips for getting started with zero-contact tech in your biz:
1. Identify Key Touchpoints
Take a good hard look at your customer journey and pinpoint the spots where going hands-free could really make a difference. Maybe it's checking in, paying up, or picking out products. Zero in on those areas first.
2. Invest in the Right Tools
Do your homework and put your money where your mouth is when it comes to the right tools and platforms. We're talking mobile apps, DIY kiosks, chatbots—the works. Just make sure they play nice with the systems you've already got in place.
3. Train Your Team
Get your crew up to speed on how to make the most of these shiny new toys. Highlight how they'll make life easier for both your customers and your team. And don't forget to keep your ear to the ground for feedback and fine-tuning. There's always room for improvement!
Strategy #3: Co-Create with Customers
The Benefits of Customer Collaboration
Want to know the secret to creating stuff your customers will absolutely love? Invite them to help you make it!
When you collaborate with your customers, magic happens.
You end up with offerings that are spot-on, customer-approved, and practically sell themselves.
Co-creation is all about teaming up with your customers to brainstorm ideas, get feedback, and shape your products and services. Examples include:
Hosting customer jam sessions and focus groups
Launching online co-creation platforms
Crowdsourcing ideas from your tribe
Case Study: LEGO Ideas Crowdsourcing Platform
LEGO is a prime example of a company that excels at customer co-creation.
They've got this incredible platform called LEGO Ideas, where fans can literally submit their own designs for new LEGO sets.
And get this—if a submission gets 10,000 votes from the community, LEGO will actually review it and consider turning it into an official product.
How cool is that?!
It's like LEGO is saying to their fans, "Hey, we know you're a bunch of creative geniuses, so why don't you show us what you've got?"
And boy, have the fans delivered.
Thanks to LEGO Ideas, we've seen some seriously mind-blowing sets come to life.
Like the LEGO Saturn V rocket, which was designed by a NASA engineer and LEGO superfan.
Or the LEGO Friends Central Perk set, which lets you recreate the iconic coffee shop from the TV show Friends.
And here's the kicker: the fans who submit these winning designs actually get a cut of the sales.
How's that for a win-win?
But the benefits of co-creation go way beyond just some cool new products.
By inviting their customers to be a part of the creative process, LEGO is fostering a sense of community and loyalty that's second to none.
These fans aren't just buying LEGO sets—they're investing their time, their creativity, and their passion into the brand. They're not just customers—they're collaborators.
And that kind of engagement is priceless.
When your customers feel like they're a part of something bigger, like they're actually making a difference and leaving their mark on the brand, they're going to stick with you through thick and thin.
They're going to evangelize for you, defend you against the haters, and keep coming back for more.
Plus, by tapping into the creativity of their fans, LEGO is unlocking a whole new level of innovation.
They're not just relying on their own designers to come up with the next big thing—they're harnessing the power of the crowd to think outside the box and dream up ideas that never would've occurred to them otherwise.
Ways to Co-Create with Your Customers
If you want to follow LEGO's lead and embrace co-creation with your customers, here are three actionable ways to get started:
1. Host a Hackathon
Get your community involved by organizing a hackathon where customers and your team can collaborate on innovative solutions. Provide resources, mentorship, and a platform for showcasing ideas. Implement the best ones, publicize the results, and give contributors a shoutout to show their impact.
2. Launch a Design Contest
Spark creativity by running a design contest where customers can submit ideas for new products or services. Let your community vote on the submissions to create a sense of ownership. Offer cool rewards for winning designs to motivate participation and build excitement.
3. Start a Conversation
Gather insights through surveys, forums, and social media to ask customers for their ideas and feedback. Act on their suggestions and publicly acknowledge their contributions to show you value their input. Set up a customer advisory panel with your most engaged customers to involve them in decision-making processes.
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Strategy #4: Hyper-Personalization Using AI
Going Beyond Generic Experiences
You know how sometimes you're browsing through a website and you feel like everything is just so... generic?
Like, they're trying to be everything to everyone but end up being nothing special to anyone?
Yeah, that's the opposite of what we're going for with hyper-personalization.
With AI and machine learning, you can analyze tons of customer data and use it to deliver experiences that are freakishly tailored to each individual customer.
Think personalized product recs, custom-fit content, and offers that feel like they were made just for them. The possibilities are mind-boggling.
Just remember, with great data comes great responsibility. Make sure you're using it wisely and respecting your customers' privacy.
Case Study: Stitch Fix's AI-Powered Personal Styling
And let me tell you, when it comes to hyper-personalization, Stitch Fix is a master, revolutionizing the personal styling experience through the power of AI.
They've taken the concept of "personal styling" and turned it into an art form.
Here's how it works: when you sign up for Stitch Fix, you don't just fill out some boring old questionnaire. No, no, no.
You get to dive deep into your personal style, your preferences, your body type—heck, even your lifestyle and budget.
It's like having a heart-to-heart with your most fashionable bestie.
But here's where the magic happens: all that juicy data gets fed into Stitch Fix's ultra-smart AI algorithm, which then works its little robot butt off to create the most personalized, curated clothing recommendations you've ever seen.
It's like having a personal stylist living inside your computer, just waiting to hook you up with your dream wardrobe.
But wait, there's more! The AI doesn't just spit out some generic suggestions and call it a day.
Nope, it teams up with real, live human stylists who take those AI-generated recs and refine them even further.
It's a perfect symbiosis of human and artificial intelligence., all in the name of making you look and feel your absolute best.
And the results? Well, let's just say Stitch Fix is laughing all the way to the bank.
They've got over 3 million active clients who are straight-up obsessed with the convenience and personalization of the service.
And those clients? They're not just one-and-done shoppers.
They keep coming back for more, because once you've experienced the magic of hyper-personalized styling, you just can't go back to the generic stuff.
What's even more astounding is that this customer satisfaction and loyalty is fueling significant revenue growth for Stitch Fix.
Turns out, when you give people a shopping experience that feels like it was made just for them, they're a whole lot more likely to open up their wallets and keep 'em open.
Harnessing Data for Hyper-Personalized CX
So, what's the takeaway here?
If you want to take your CX to the next level, it's time to get personal.
And I don't mean in a creepy, stalker-y way. I mean in a way that shows your customers you see them, you understand them, and you're here to give them exactly what they want and need.
And if you need some inspiration, just take a page out of Stitch Fix's playbook.
1. Dive Deep into Customer Data
Start by collecting and analyzing customer data to understand their preferences, behaviors, and needs. Use surveys, purchase history, and interaction data to get a complete picture.
2. Embrace AI and Machine Learning
Use AI and machine learning to process the data and create personalized recommendations. These technologies can help predict what your customers want before they even know it themselves.
3. Deliver Tailored Experiences
Use the insights from your data to create hyper-personalized experiences. Customize your communications, offers, and services to make each customer feel like you're speaking directly to them.
Embrace the power of AI, get to know your customers on a deep, personal level, and then blow their minds with hyper-personalized experiences that feel like they were made just for them.
Strategy #5: Launch a CX Innovation Lab
Pushing CX Boundaries with Dedicated Innovation
Want to push the boundaries of what's possible with your CX? It's time to launch your very own CX Innovation Lab.
A CX Innovation Lab is a dedicated space for your team to dream up, test out, and bring to life the most cutting-edge CX ideas and technologies.
It's a place to experiment with AR, VR, voice, IoT, and other game-changing technologies—and find new ways to wow your customers.
The sky's the limit! Just make sure your ideas are grounded in real customer needs and delivering real value.
Case Study: HSBC's Digital Solutions Lab
Take HSBC's Digital Solutions Lab, in Singapore, for example.
This innovation hub, opened in 2015, is laser-focused on creating groundbreaking banking solutions and elevating the digital customer experience to new heights.
Inside the lab, HSBC's team of innovators are constantly experimenting with the latest and greatest technologies—from mobile banking apps and AI-powered chatbots to blockchain-based solutions for secure transactions.
It's a place where no idea is too wild, and user-centered design and rapid prototyping are the name of the game.
And the results speak for themselves.
Thanks to the Digital Solutions Lab, HSBC customers can now enjoy seamless banking services and secure transactions through the HSBC mobile app.
AI-powered chatbots handle millions of customer inquiries with ease, reducing wait times and boosting service efficiency.
And blockchain solutions have brought a new level of transparency and security to transactions, enhancing trust and customer satisfaction like never before.
Tips for Creating Your Own CX Innovation Hub
So if you want to follow in HSBC's footsteps and create your own CX Innovation Lab, remember this: the sky's the limit!
Just make sure your ideas are grounded in real customer needs and delivering real value. With a little creativity and a lot of hard work, you too can push the boundaries of what's possible with your CX.
1. Establish Clear Objectives and Metrics
First off, nail down exactly what you want your CX Innovation Hub to achieve. Think about boosting customer satisfaction scores or cutting down response times. Make sure these goals match up with your overall business game plan so your innovations actually help the company grow. Check in regularly to see how things are going and tweak your strategies to keep getting better.
2. Foster a Culture of Experimentation
Create a space where your team feels free to try new ideas without worrying about messing up. Give them the tools and resources they need, like cool software and training programs, to get their creative juices flowing. Celebrate the small victories to keep everyone pumped and show how even little changes can make a big difference in customer experience.
3. Engage Customers in the Innovation Process
Use surveys, focus groups, and direct feedback to get a feel for what your customers really want and need. Get them involved in testing out new ideas with pilot programs and beta tests to make sure you're hitting the mark. Keep an ongoing feedback loop to gather insights and keep improving your solutions based on what your customers say.
Strategy #6: Develop a Customer Advocacy Program
Turning Loyal Customers into Brand Champions
Your biggest fans are your secret weapon. They can help you spread the love, bring in new business, and stand up for you when the haters come knocking.
A customer advocacy program is all about turning your most loyal customers into your ultimate brand champions.
Case Study: Sephora's Beauty Insider Rewards
Just take a look at Sephora's Beauty Insider Program.
This program is all about showering Sephora's most devoted customers with love and rewards.
With every purchase, Beauty Insiders rack up points that they can cash in for exclusive products, samples, and experiences.
And the more they spend, the more perks they unlock, with tiers like VIP and Rouge offering some seriously sweet benefits.
The result? A squad of over 25 million Beauty Insiders who are ride-or-die for Sephora.
These loyal customers don't just spend more than non-members—they're also fiercely devoted to the brand, spreading the gospel of Sephora to anyone who will listen.
This exemplifies the tremendous impact of a well-executed customer advocacy program.
When you invite your biggest fans into an exclusive VIP club, hook them up with rewards for singing your praises, and shine a spotlight on their stories and successes, amazing things happen.
Your brand buzz skyrockets, your street cred soars, and your business grows like wildfire.
Designing an Effective Advocacy Program
To transform your customers into passionate brand advocates, draw inspiration from Sephora's approach.
1. Recognize Your Loyal Fans
Follow Sephora's lead and start by identifying and recognizing your most loyal customers. These are the folks who love your brand and are already spreading the word.
2. Offer Exclusive Perks and Rewards
Give your advocates something to talk about. Offer exclusive perks, early access to new products, and special discounts to make them feel valued and appreciated.
3. Create Shareable Content
Make it easy for your advocates to promote your brand by providing them with shareable content. This could be anything from social media posts to exclusive sneak peeks at upcoming releases.
Trust me, they'll be more than happy to shout your name from the rooftops.
Strategy #7: Embrace the Power of Storytelling
Using Narrative to Connect with Customers
In a world of endless noise and microscopic attention spans, stories are the ultimate way to hook your customers and reel them in.
Brand storytelling is all about using the power of narrative to show your customers who you are, what you're about, and why they should care. You can tell stories through:
Your website and marketing content
Your customer success stories and case studies
Your employees' and customers' voices
Case Study: Airbnb's Host Stories
I'll never forget when I first stumbled across this incredible video series by Airbnb.
It was called "Airbnb Host Stories," and it featured all these beautiful, heart-warming stories of Airbnb hosts around the world—like the retiree in Italy who used his Airbnb income to fulfill his lifelong dream of learning to play the piano, or the single mom in Seattle who was able to keep her home and support her kids thanks to Airbnb.
Those stories stuck with me.
They made me feel connected to Airbnb on a whole new level—like I was part of something bigger, something meaningful.
That's precisely the magic of compelling brand storytelling. It makes your customers feel something, like they belong.
Telling Your Brand's Authentic Story
So go out there and start telling your stories.
1. Dig Deep and Get Real
Start by uncovering the true essence of your brand. Share genuine stories about your journey, challenges, and successes. Authenticity is key.
2. Show Your Human Side
Don't be afraid to show the people behind the brand. Share stories about your team, their passions, and their efforts. It helps create a personal connection with your audience.
3. Create Stories That Resonate
Craft stories that your customers can relate to. Highlight how your products or services have made a difference in their lives. When your stories hit home, they leave a lasting impact.
Your customers will feel a deeper connection to your brand, remember you better, and want to stick around for the long haul.
It's a Wild Ride, But You've Got This!
And there you have it, folks—7 strategies to help you smash through stagnation and take your CX to heights you never thought possible.
But listen, I know this stuff isn't easy. Transforming your CX is a wild and crazy ride, full of twists, turns, and the occasional wipeout. But the key is just to keep going.
Start small, fail fast, and always, always, always put your customers first.
And remember, you're not in this alone. I’m here for you, cheering you on from the sidelines and ready to help however I can.
So go out there and start shaking things up.
Try something new.
Get a little crazy.
And most of all, have fun with it.
Let's Keep the Conversation Going
And hey, I want to hear from you!
What CX moves have been your secret sauce?
What's keeping you up at night?
Hit me up, and let's swap stories.
Until next time, keep innovating and pushing the boundaries of your CX!!
– Your pal and partner in CX awesomeness, Mark
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