As a CX professional, you would be aware that customer experience is an indispensable aspect of an organization. But, if the upper management considers it as an optional strategy that can be postponed, CX cannot move forward in the enterprise.
A proper CX strategy is one that’s fully-fledged, consistent, and popular among the organization. For it to get there, the C-suite has to be on board with embracing CX as a change-making move.
How can you do it?
Understanding aspects that matter the most to your chief officers can help you hit the right notes and get the support required to implement a solid CX plan.
Here are 4 ways in which you can do it!
1. Bring the customer to the center stage
The concept of CX has to be understood comprehensively by every employee in the organization in order for it to succeed as a strategy. So, if your organization isn’t invested in customer experience at all, then you have to bring the concept to the decision-makers’ table first.
CX strategies help businesses make better decisions and understand their brand from a different perspective. It puts vital customer feedback and customer-related data to use for better performance.
Also, CX isn’t only about motivating customers to purchase and engage with the business continuously. It’s also about gaining a refined competitive advantage over rivals by understanding the needs of the customers. It’s about motivating employees to work happily and productively under a common objective. It’s about redefining your business model into a progressive one.
As a CX professional, you have to conceptualize these aspects to get the c-suite members on board.
2. Explain how CX can affect the company’s revenue stream
The primary objective of a profit-oriented business is to strengthen its revenue stream. So, no matter how many heartwarming stories you pour out to chief officers, persuasion is difficult until you hit the point on “profits.”
Putting your customers’ satisfaction at the heart of your business can increase your sales with minimum investment on marketing campaigns. In fact, delightful customers will become advocates and engage in word-of-mouth marketing for you, and that’s free!
Also, focusing on improving customer perception of the business can increase conversion rate, the customer retention rate, and customer lifetime value, which are all metrics linked to sales. Your job is to explain all these links clearly and pinpoint how customer-centric attitudes can funnel growth.
3. Show how CX benefits every faction of the business
Many organizations don’t realize the trickle-down potential of CX. It’s also one of the major reasons why CX isn’t realized as an immediate priority. The common misconception that customer experience is interchangeable with customer service can also be a reason for this.
As a CX professional, it’s your job to help the C-suite realize the immense potential of CX in improving every segment of the business. When businesses focus on improving CX, they have to focus on improving every interaction and touchpoint of the customer journey. It will automatically improve every organizational process within the business.
CX is an element that touches every rung of the business and therefore, can streamline every activity of the business. When you begin to fix every pain point of the customer, you are essentially fixing the flaws within the organization.
4. Demonstrate how KPIs can track CX performance effectively
Stats and figures are another credible way to explain the transformative impact of CX on an organization. Therefore, when pitching the importance of CX and its profitable benefits to the venture, validate your points with effective KPIs.
You need to ensure that the C-suite realizes that it’s possible to monitor, track, assess, and evaluate customer experience just as other strategies in the business. More importantly, it’s important to deliver how CX can generate better results in every department.
In order to persuade each chief officer from each department, you have to utilize KPIs that matter to them. As an example, convincing your CMO requires you to show how the all-familiar marketing KPIs are affected by CX strategies.
Ida Salonen is Feedbackly’s Customer Success Manager. She’s an energetic team player with a curiosity for researching and writing about CX and EX. She’s responsible for ensuring that Feedbackly’s customers have everything they need to create winning experience strategies.