Creating a Case for Customer Experience

How Can you Create a Case for CX

1. finding a sponsor and gathering a team that is cross-functional, but that is bought in is

important.

2. You get that buy-in by building a burning platform where you can use analytics to demonstrate

the potential value of the work.

a. LTV – Lifetime value

b. One I love to quote is even a single point improvement in customer satisfaction can

correlate to 2% revenue growth for a company.

Is there something that gets skipped in the clients you work with?

1. Get the sponsor and cross -collaboration

2. Build the burning platform

3. Don't assume everything, but you actually talk to your customers.

(whether internal or external – you have to make sure that there is a research and an insight

based foundation to the work) – even if you have – there is opportunity to revisit and optimize

How do you get cross-collaboration?

I’m a big proponent of building a small SWAT team (1-3 members) that represent the areas that will be

impacted (not necessarily the most senior person). But the ones who will be change agents later in

helping to roll out the solutions and program later.

How important do you feel the Employee Experience piece is in leading change?

I say investment in employee experience is investment in customer experience.

What advice do you have for new CX Leaders on how to approach building collaboration across the

organization?

You are immersed in the topic, in the details of CX. You are working on that all the time, so how could

anyone not get that CX is important? As a CX professional, you are one of the most immersed in the

topic in the organization. Avoid making assumptions with that in mind.

Use storytelling – not just insights – to demonstrate the importance of that work.

Find a couple of executive sponsors who are critically connected and immersed in this work (might be

tech, marketing, other) to be part of the effort.

Final thoughts/advice:

Start. You can get somewhere when you start somewhere. It doesn’t have to be huge – just start.

Links for show:

Icfnext.com

https://www.linkedin.com/in/mary-carter-4519b321/

https://www.icf.com/insights/engagement/spark-consumer-participation-shared-values-beliefs