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 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?