CH 12: Creating Your CX Strategy

Question 1

The CX should pervade every aspect of the business and therefore the business strategy

Answer 1

true

Question 2

What is a vision?

Answer 2

is your company’s purpose, your reason for being

4c’s Vision- Making premium hair care 4 all curls

Question 3

What is a mission?

Answer 3

n internal statement of where
you are going, a direction.

Mission- Being the number 1 provider of premium hair care

Question 4

T.F customers can be embedded in the visions, mission and strategies

Answer 4

True

Question 5

T/F

Answer 5

Defined/Clear CX- General idea of the experience you wanna give—– lead to CX centered Vision and Mission (Strategies)—– lead to Action that enhance the CX

-Pret-a-manager

Question 6

Explains how it fits together

Answer 6

Vision
Mission
Company Strategy
CX Statement (Derived from co. strategy; affects all other strategies)
Influences HR, System Services, Marketing strategy

Then you the CX Strategy which leads to improvement programmes- which affects all other strategies

Question 7

What is a strategy

Answer 7

A plan designed to achieve a particular long-term aim

Question 8

How to develop CX strategy

Answer 8

Use Cx Statement
Idenitfy gaps between current and desired CX
Make programmes/initiatives:
People Programme- recruit with CX Competencies

Syatem Programme- implement CRM, improve systems

Marketing programme- to communicate changes in CX

Focus in doing well on easier projects to win over critics

Question 9

What is philosophy no 6?

Answer 9

Great customer experiences are revenue generating and
can significantly reduce costs

Question 10

How to save costs and improve CX

Answer 10

Use Transactional costs to see which contact points are more cost effective

Reduce repeat calls

Reduce overlaps in moments of contact- use paths defined by the customer and save costs- like doing transaction online

Question 11

How CX strategy generate revenue

Answer 11

Increasing loyalty (emotional attachment)

Improved C retention- through understanding underlying emotional drivers

Increasing Customer Satisfaction- More satisfaction more money

Question 12

3 methods of implementation

Answer 12

Big Bang- everything at once

Ready, fire, aim- get ready, put it out there, if they like it, we continue; if they don’t, we re-direct our efforts

Softly, Soflty- make sure all elements are in place then launch- take your time to get it together, then launch

Question 13

How to manage continual improvement

Answer 13

DICE: Driving Improved Customer Experience

1. Evaluate CX needs
2. Assess internal readiness- resources, skill sets, volume, culture, leadership
3. Develop statement and strategy-build business case and define/review CX pyramid at this stage
4. Implement elements & sub-elements- measurement implemented along with feedback mechanisms
5. Monitor against desired results- use employee feedback, C. sat index, customer complaints/comments
6. Gather measures and sources other feedback- go beyond measurements in step 5- market data, benchmark studies, best practice from other businesses