CMOs Customer Experience Program Playbook
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Improve the Organization’s Customer Experience Quotient (CXQ). the goal UNDERSTAND CUSTOMERS BETTER DEVELOP A PUBLISHING MINDSET MOVE TOWARD PERSONALIZATION ENGAGE EMPLOYEES BE AGILE ELEVATE CONTENT SIMPLIFY CHANGE CMOs have to develop internal systems to know who their customers really are through smarter, faster and more complete data and research. They need to build centralized customer data systems to feed the change toward CX. CMOs have to develop a publishing mindset and platform so that they can take the customer research and create value and meaning from it in an agile content system that was always on. CMOs have to develop personalization and pre- personalization models so that the actions/ reactions per touchpoint/ engagement are contextual and the messages they’re sending and content they’re publishing resonates clearly on more of an individual level and in the most measurable way. CMOs have to learn how to activate or distribute their content in ways that maximizes the right coverage at the right times. They need to put more power behind getting content to individuals instead of massive segments. CMOs need to make employees excited about the change by relentlessly communicating with them and empowering them to take on greater accountability. Get them to understand and own more of the process by collectivizing their ambition. CMOs need to be looking for agile approaches to get more done in less time with fewer resources by focusing on broader ranges of accountability and intelligent speed. CMOs have to change and the way they’ve been attaining results because they’re simply not organized to achieve the outcomes that mobile and social multiplied by measurable and manageable can now achieve. the play what it means top 3 questions to ask What exactly do we need to know about our customers? What systems will help us centralize customer data enabling the most actionable outcomes? What is the smartest process that will allow us to convert persistent data capture into better customer experiences? How do we develop a publishing process that will accelerate the conversion of customer data into content? How will this fundamentally change the way we use content to engage with customers today? How will we know when the publishing model is working and how will we measure the performance of the publishing framework? The CMOʼs Customer Experience Program Playbook What do we need to know in order to enable more individualized experiences? How can we build the most powerful federated “person-level” profile gathered from across multiple touch points and interactions? How will we know when our approach to personalization is building meaningful customer relationships based on better experiences? How can we increase the perceived value and relevance of our content? How can we best measure the performance of our content? How can we quickly ramp our personalized content delivery in way that won’t cripple our scarce resources? Who needs to be involved in a successful CX Program? How can we improve the effect of our internal communications to engage a broader population of employees? How can an effort like this be used to collect the ambitions of more employees to elevate their interest and passion in CX? How should we prioritize the components of the CX Program so that we can begin to feel the effects of its quickest wins? How can we change our processes so that we are constantly accelerating the cycle time from customer data to outcome? How do we shift from job role to team/tribe accountability to get more people thinking more collectively toward quicker positive outcomes? How should we be organized to be more successful? What processes can we change or remove that will make our CX Program more successful? How can we systematically identify complexity, points of friction and obstacles and do the work to remove them? @stevenkeith
Transcript of CMOs Customer Experience Program Playbook
Improve the Organization’s Customer Experience Quotient (CXQ).the goal
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CMOs have to develop internal systems to know who their customers really are through smarter, faster and more complete data and research. They need to build centralized customer data systems to feed the change toward CX.
CMOs have to develop a publishing mindset and platform so that they can take the customer research and create value and meaning from it in an agile content system that was always on.
CMOs have to develop personalization and pre-personalization models so that the actions/reactions per touchpoint/engagement are contextual and the messages they’re sending and content they’re publishing resonates clearly on more of an individual level and in the most measurable way.
CMOs have to learn how to activate or distribute their content in ways that maximizes the right coverage at the right times. They need to put more power behind getting content to individuals instead of massive segments.
CMOs need to make employees excited about the change by relentlessly communicating with them and empowering them to take on greater accountability. Get them to understand and own more of the process by collectivizing their ambition.
CMOs need to be looking for agile approaches to get more done in less time with fewer resources by focusing on broader ranges of accountability and intelligent speed.
CMOs have to change and the way they’ve been attaining results because they’re simply not organized to achieve the outcomes that mobile and social multiplied by measurable and manageable can now achieve.
the play
what itmeans
top 3 questions to ask
What exactly do we need to know about our customers?
What systems will help us centralize customer data enabling the most actionable outcomes?
What is the smartest process that will allow us to convert persistent data capture into better customer experiences?
How do we develop a publishing process that will accelerate the conversion of customer data into content?
How will this fundamentally change the way we use content to engage with customers today?
How will we know when the publishing model is working and how will we measure the performance of the publishing framework?
The CMOʼs Customer Experience Program Playbook
What do we need to know in order to enable more individualized experiences?
How can we build the most powerful federated “person-level” profile gathered from across multiple touch points and interactions?
How will we know when our approach to personalization is building meaningful customer relationships based on better experiences?
How can we increase the perceived value and relevance of our content?
How can we best measure the performance of our content?
How can we quickly ramp our personalized content delivery in way that won’t cripple our scarce resources?
Who needs to be involved in a successful CX Program?
How can we improve the effect of our internal communications to engage a broader population of employees?
How can an effort like this be used to collect the ambitions of more employees to elevate their interest and passion in CX?
How should we prioritize the components of the CX Program so that we can begin to feel the effects of its quickest wins?
How can we change our processes so that we are constantly accelerating the cycle time from customer data to outcome?
How do we shift from job role to team/tribe accountability to get more people thinking more collectively toward quicker positive outcomes?
How should we be organized to be more successful?
What processes can we change or remove that will make our CX Program more successful?
How can we systematically identify complexity, points of friction and obstacles and do the work to remove them?
@stevenkeith
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