What do you do if your brand's customer experience lacks impact?

If CX lacks impact, it is likely related to a more structural/ strategic aspect of the brand promise/ value proposition. While mapping gaps in the journey may marginally improve the experience, addressing the clarity of the value proposition and ensuring it tackles a genuine consumer pain is key for the company. It is essential to review the company's strategy and then create a CX strategy. This involves defining business objectives, determining how to measure it, professionalizing the CX, ensuring the presence of appropriate analytics, taking continuous improvement actions, closing the feedback loop, securing C-level sponsorship, involving staff, providing training, communication, etc – essentially, cultivating a customer-centric culture.

As Shep Hyken points out in his book, it's essential to dig deeper into the underlying issues. Take a holistic approach by reassessing your brand promise and value proposition to ensure they align with genuine consumer needs and expectations. Look beyond superficial fixes and focus on creating meaningful interactions that consistently deliver value throughout the customer journey. Prioritize consistency and excellence in every touchpoint, and consider seeking feedback from customers to identify areas for improvement. By cultivating a customer-centric culture and continuously refining your approach, you can revitalize your brand's customer experience and make a more significant impact in the market

This is a very important step. To move forward, we must understand gaps from the Customer's perspective. Surveys are useful but they must be designed to let Customers give open feedback, not to make them choose between our internally generated ideas.

To maximize customer experience impact, let's be strategic. Instead of just aiming for excellence, let's address specific business challenges. We must identify what needs fixing and see how improving CX can help. It's crucial to ensure these initiatives align with our financial goals. Next, let's acknowledge that not all customers are alike. Prioritize our key customers—those essential for business success. Trying to please everyone equally might not be the best strategy. Customers face various situations. Focus on fixing what bothers them most, creating memorable experiences. Lastly, let's evaluate the cost-effectiveness of our CX improvements. Prioritize changes aligned with business goals, refine through experimentation.

Is it from the customers perspectives, how you think it should be. Go back to gathering insights on journey on evaluating Atkin process

1. Entenda o problema, por meio de pesquisas de satisfação e feedback dos clientes, se necessário faça entrevistas de profundidade e identifique pontos de dor da jornada do cliente. 2. Com a lista de melhorias mapeadas, faça uma uma priorização (matriz esforço vs impacto, modelo Kano) e comece atuando nas mudanças mais fáceis. 3. Sempre comunique o cliente sobre as mudanças realizadas, não deixe ele ser pego de surpresa. 4. Avalie e monitore, se necessário ajuste a rota.

If your brand's customer experience lacks impact, first conduct thorough research to understand customer expectations and pain points. Engage directly with customers for feedback and incorporate their insights into your strategy. Innovate and personalize the experience to stand out. Invest in training for your team to enhance interaction quality. Regularly analyze performance metrics to identify areas for continuous improvement and ensure alignment with customer needs.

Once we identify the cracks in the experience through customer feedback analysis, we can patch them by revamping products, the buying process, or even customer support. Then, it's crucial to test the fix and keep measuring by continuously collecting feedback and monitoring CX metrics to see if the changes are truly moving the needle.

Ideally you start with your Customer Experience North Star before anything else. Set your strategy and vision for what good looks like with respect to your organisation's customer experience endeavours. Make sure it aligns with your business strategy. This may take some iterations with all parties to finalise. Any initiatives should therefore be informed by your North Star.

This is a cross-functional endeavour not a CX team only activity. Marketing, Operations, Sales, compliance, risk etc. Collaborating across teams and driving the right solution against personas, Voice of the Customer and business model is challenging. CX teams have the tools, empathy and objectives that align to provide the best outcomes for customers, as they work with the business.

As noted, this is a collaborative stage and should most certainly include the Quality Team who will be able to make an important contribution.