Outcomes are the next evolution of Customer Experience
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Summary: How is COVID-19 shifting the Customer Experience?
A simple question with profound implications that we posed to Chief Experience Officers and Chief Customer Officers from a diverse group of organizations. Regardless of industry, size or go-to-market model, one North Star emerged - outcomes are the new experiences.
Knowing the outcomes your customers aspire to achieve isn t enough. What separates organizations that
define success from those that
deliver success is foundational - organizational structure.
When customer outcomes become the load-bearing wall, experience executives have to examine how to redistribute the weight effectively across the organization. What emerges is a new blueprint for how decisions are made, how teams interact and how success is measured.
In the next normal, businesses must develop a new customer engagement model that places a strong emphasis on measuring progress based on outcomes.
COVID-19 pandemic has significantly accelerated digital business transformation. The pandemic led to breakneck speed shift to digital-first customer engagement and remote work, prompting service and support organizations to reconsider the future of their people, process, and technology. According to recent research from Salesforce, teams are navigate new standards of engagement. As customer expectations shift, a new digital-first playbook is emerging. Eighty-one percent of decision makers say they re accelerating digital initiatives.
As the pandemic panic gives way to post-pandemic planning, how well-positioned is your organization to deliver growth? A series of intimate conversations with Customer Experience and Customer Success executives reveals a new playbook for growth in the next normal and beyond.
In the first part of the series, new research revealed four Customer Experience plays to run now based on their findings:
Go narrow and deep. Instead of trying to be all things to all people, focus. Who can you serve best?
Invest in new buyers and influencers. There are more decision-makers and influencers in every deal, many of whom are new to the new conversation. Who is your customer now?
Simplify and centralize customer insights. Employees must know where to go to discover insights and resources to help them build rapport and relevance with today s buyers and influencers. How many Voice of the Customer (VOC) repositories does your organization have?
What is the customer experience of the future? What best practices do leading organizations deploy now to move from deep listening to deep understanding, from powerful statistics to powerful stories, and from apathy to action?
Delivering the customer experience of the future begins with leveraging the current shift in customer expectations and operating context as an opportunity to reset priorities and to ignite momentum.
Groundbreaking new research from Karen Mangia and Mathew Sweezey reveals how Experience Executives are redefining the customer experience and delivering on the promise of Customer Success. From their series of intimate one-on-one conversations with Experience Executives comes a new playbook for success and growth in the next normal.