PAPER CX Governance. CX Governance. Align your organization around a unified CX objective to achieve better business results. MARITZCX.

Transcription

1 CX Governance Align your organization around a unified CX objective to achieve better business results. 1

2 BUILDING A SUCCESSFUL CX PROGRAM IN A DIGITAL WORLD Your success ultimately depends on how well you listen, understand, and respond to your customers. But that s becoming more difficult in a digital world where customer feedback comes from an ever-expanding range of different sources, where virtually anyone in your organization can reach out to customers whenever they choose. In this new digital reality, successful CX outcomes require a new kind of governance framework that makes it possible to define best CX practices for your entire organization and then apply them consistently across every department, business unit, and region in your global enterprise. Critical Success Factors in the Tech Industry With effective governance, your CX data and processes are held to a higher standard that drives accountability and action. Sound governance principles provide the structural foundation you need to elevate your CX program and achieve meaningful, measurable results. FINDING THE RIGHT CX GOVERNANCE PARTNER Smart, effective CX management in the digital age is a complex, multi-disciplinary undertaking. To be successful, you need the right expertise, processes, tools, and technology all working together to add consistency and drive results, no matter how large or diverse your organization becomes. MaritzCX combines the expertise, proven methodologies, and advanced CX technology tools you need to add complete, effective governance to your CX program. Dell Use governance to pull in high-quality data Have a plan to drive action from the insight Best Practices Processes Technology Accountability Action UNDERSTANDING THE FULL IMPACT OF CX GOVERNANCE CX governance uses proven processes, best practices, and advanced technology tools to align every aspect of your CX program around a unified objective. This deliberate, structured approach makes it possible to: Develop and apply consistent best practices that make your CX program accountable and enable you to drive more meaningful business actions from your CX initiatives Mitigate the risks of isolated, ad-hoc CX and VoC initiatives Take advantage of reliable benchmarks to accurately measure your CX progress Build a strong foundation for a vibrant, sustainable, and unified CX program that translates CX investments directly into measurable business results Benchmark and link results across your program to get a holistic view of the impact of your CX program. Critical Success Factors in the Auto Industry Enterprise Holdings Make CX a business imperative, as satisfaction drives profitability Choose the right performance metrics Engage top management support in messaging Governance provides the global structure and alignment that will elevate your CX program to new heights. 2

3 FOUR PRACTICAL S FOR EFFECTIVE CX GOVERNANCE Bringing dozens (or hundreds) of different CX channels, programs, and initiatives together into a single, well-governed CX framework can feel like an overwhelming task especially for large, complex enterprises. MaritzCX recommends a proven four-stage approach to make effective CX governance a practical, achievable goal for your organization regardless of the size or structure of your business. 1 2 Create a Strategic CX Governance Leadership Team Build and Deploy a Tactical Governance Solution 1 CREATE A STRATEGIC CX GOVERNANCE LEADERSHIP TEAM Every successful CX governance effort begins with a smart, capable team. That means going through the process of identifying, organizing, and preparing a CX Governance Council with the appropriate mix of executive, business, and operational experience. This exercise puts you in the best possible position to design a best-practice governance framework model for your business, make a strong case for the ongoing funding and administration of your CX governance efforts, and develop an effective change management process. These efforts will also provide a detailed roadmap for the tactical implementation of your CX governance solution. 3 Train and Educate Your Customers, Partners, and Employees 4 Launch and Maintain your CX Governance Program CX GOVERNANCE IN EVERY TIME ZONE For organizations with an international presence, it is essential to throw away the one size fits all approach, and work to find the right balance between global alignment and local flexibility. Identifying and catering to regional needs includes cultural, governmental, and internal company considerations. Each country may have differing laws surrounding data collection, privacy, and other issues. For example, in the E.U., a breach of data privacy can result in a penalty of up to 3 percent of global revenue. For cultural reasons, the questions you ask your customers, the way you contact them, and how you close the loop on responses may need to be modified. For example, although there is a trend toward open-ended survey questions in Western countries, measurements of customer sentiments in Asia continues to be much more accurate when surveys use numerical scales to collect data. Finally, a global brand may have CX programs that are at a different stage of maturity in each market. This means that your governance plan will need to be modified to meet the needs of each regional CX plan. Overall, your organization s capability to adhere to local laws and respond to cultural needs will provide a competitive edge that allows you to avoid financial risk and solicit more accurate feedback. A good place to begin balancing global cohesion with regional flexibility involves inviting cross-functional stakeholders from each region to join your CX governance leadership team. Then, as you create a global model for CX governance, these representatives can help mold your global model to fit the needs of each region or country. In this scenario, you can unify your CX governance program with a single over-arching model that defines the structure and goals of the core program, including KPIs, survey templates, and closed-loop processes. Then, you can adapt and customize that standard model to meet the cultural and geographic needs of specific regions and countries. This approach provides increased operational effectiveness, standardized reporting and measurement, and greater opportunities for specific application of insights to improve customer experiences. 3

4 2 BUILD AND DEPLOY A TACTICAL GOVERNANCE SOLUTION With a complete, functional governance team in place, you can begin the process of creating and deploying the detailed framework and rules that will drive CX consistency, alignment, and action across your entire organization. This includes working to define and develop company-wide best practices for: Goals and KPIs to determine success Survey types Roll-out timelines Frequency of contact Actions for customer recovery and process improvements Change management Program documentation Throughout this process, it s important to build and maintain regional support that allows for adaptation based on specific cultural and geographic business needs. 3 TRAIN AND EDUCATE YOUR CUSTOMERS, PARTNERS, AND EMPLOYEES Stage 3 is all about bringing your key stakeholders up to speed including employees, business partners, and customers. This includes working to develop a training and communication plan that makes sure your CX governance framework and the rules and technology tools that support it are being applied and communicated consistently across every part of your business. It s easy to generate momentum and excitement when a new program launches. Good governance programs work to maintain that momentum and engagement over the long term. This starts with the development and launch of a detailed communication plan that defines key messages for employees prior to the CX program rollout. Then, after the program launches, it s vital that your employees continue to receive relevant, meaningful information and training as the program matures. You should develop your plan with heavy involvement from top management; if you secure the support of the CEO and other top leaders, your initiatives will hold more weight. At this point, developing a CX program brand with a memorable and meaningful name can help create internal buzz and excitement for your new governance initiative. An elevator pitch can also be a useful tool for providing a quick, compelling overview for employees and stakeholders. This quick introduction should focus on answering the big-picture questions: What does CX do for our company? And why do we care? A robust communication plan will also address key training needs across your organization. A new CX vision typically creates a variety of new processes, procedures, cultural expectations. To manage these significant changes successfully, it s important to make sure employees feel prepared and capable of executing your new CX vision. Fostering Internal Transparency for Employee Engagement As you work to build support and enthusiasm for your CX governance initiatives, authenticity and transparency are essential. Well-informed employees are more engaged and feel more empowered to improve the customer experience. To promote transparency, you can: Share your current CX KPIs (e.g. Customer Satisfaction, NPS, Customer Effort Score, etc.) through the company intranet, lobby screens, and printed posters. Sharing positive scores recognizes and rewards the efforts of your employees. And when scores are not meeting expectations, you can use them as motivation to learn and make necessary changes. Publish CX success stories as scrolling customer comments on your intranet or in Feel Good Friday s. Use challenging customer situations or less-than-ideal outcomes as case studies to help drive improvements. Establish an employee recognition program to celebrate the wins big and small. 4

5 4 LAUNCH AND MAINTAIN YOUR CX GOVERNANCE PROGRAM Successfully launching a company-wide CX governance framework is an ambitious undertaking. To succeed, it s vitally important to develop and implement a launch plan that takes a holistic view of your entire organization, leaves room for inevitable adjustments and course corrections, and accommodates change requests from individual departments and regions along the way. This cascading, learn-as-you-go approach allows you to continually adapt and adjust your implementation plan to achieve the best possible results. Many organizations begin by implementing their CX governance program on a relatively small scale and then add new elements and components gradually. This makes it possible to gather feedback at each stage, refine your approach and make any necessary course corrections, and then move on to additional vertical and horizontal adoptions. These strong feedback loops can drive continuous process improvement and help you coordinate changes across silos. As you roll out each stage of your governance plan, it s helpful to establish a regular CX program review cadence, so you can regularly evaluate your CX initiatives and results and make continuous improvements. SUPPORTING YOUR CX GOVERNANCE EFFORTS WITH THE RIGHT TECHNOLOGY PLATFORM Planning and people play an essential role in any CX governance solution. But you also need a CX technology platform that can fully support the needs and goals of your governance efforts. Here are a few of the essential capabilities you should insist on: Access Rights Management, so you can grant and limit access to specific features and capabilities based on whether people are properly trained and what they need to do their jobs. Survey Template Libraries that facilitate and support your efforts to use consistent, effective surveys across regions and departments. Sample Rules that can be set within and across surveys. This makes it easy to avoid inadvertent survey overlap and oversampling. Opt-Out Analysis Capabilities that examine opt out behaviors to identify trends and spot problematic CX surveys and activities. Built-In Training and Communication Plans that allow you to educate and inform employees and customers about your governance program consistently and effectively. A Centralized, Customizable CX Governance Dashboard that makes it easy for business and operational leaders to see and track the effects of your governance framework on CX program results, quickly identify gaps and problems, and take fast action to correct them. ENGAGING WITH THE MARITZCX GOVERNANCE TEAM Adding a strong governance foundation will transform your global CX program and increase your ability to turn customer feedback into concrete business results. And of course, MaritzCX is standing by to help you every step of the way, with technology and consulting engagements that cover the complete lifecycle of your CX governance solution: 1: Governance Consultation This offering focuses on helping you identify the people, processes, technology, and metrics you need for an effective CX governance program. This includes hosting a facilitated governance workshop; creating tailored governance charters, plans, processes, and cadences for your organization; and defining specific best practices for your governance program. 2: Framework Design This engagement works to align and drive effective, consistent governance across all of your disparate CX and VoC measurement programs. This includes conducting a thorough governance audit and creating a detailed governance playbook that includes rules, survey libraries, templates, and other assets. 3: Add-on Implementation Hours With this flexible add-on offering, you work directly with our experienced CX governance experts to successfully implement and administer your global CX governance program. Just let us know what you need to get your Governance program started on the right foot, and we ll provide the people and expertise you need to be successful. 5

6 CXEvolution CXEvolution is an enterprise CX success model based on industry-specific best practices that help you create a business case for your organization s multi-year CX investments. CXEvolution will link your current and future CX initiatives to financial performance indicators within each business unit (i.e. people, growth, tech, etc.). Based on your CX success stage assessment, the model integrates directly into your company roadmap, detailing specific business solutions for leadership and frontline employees. CX Governance Workshop Our CX Governance Workshop is an interactive consultation that includes a discovery meeting, consultant- led workshop, and development of a detailed action plan personalized to your organization s CX governance needs. To begin, get in touch with an account representative at the number below. START BUILDING YOUR CX GOVERNANCE FRAMEWORK TODAY Well-established CX governance is a pillar of organizational design that will support, and not stand in the way of, your CX excellence. As your organization unifies CX processes and engages employees with the vision of an elevated experience for every customer, your CX program will transform your business and your bottom line. At MaritzCX we work with clients around the world to place governance at the heart of their global CX programs and initiatives. Learn more about how we can help your organization combine technology, data, research, and governance expertise to create alignment around a unified CX objective that leads directly to better business results. Key Takeaways Building C-Suite engagement Include global stakeholders on the CX Governance team Expect cultural differences, and allow for regional adaptation to the model Manage technology to unify data and information flow for decision-making Drive action based on insight to meet pre-determined business outcome goals To demo a product or to contact MaritzCX call North America I Asia Pacific +61 (2) I UK & Ireland +44 (0) I Germany +49 (0) maritzcx.com maritzcx.com/au maritzcx.co.uk maritzcx.de MaritzCX believes organizations should be able to see, sense and act on the experiences and desires of every customer, at every touch point, as it happens. We help organizations increase customer retention, conversion and lifetime value by ingraining customer experience intelligence and action systems into the DNA of business operations. For more information, visit / MaritzCX Holdings LLC. All Rights Reserved. All third-party trademarks are the property of their respective owners.