A Clicktale E-Book BE A CX SUPERHERO HOW TO TRANSFORM YOURSELF INTO A CUSTOMER EXPERIENCE SUPERHERO IN 10 EASY STEPS. Answer anything.

Transcription

1 A Clicktale E-Book BE A CX SUPERHERO HOW TO TRANSFORM YOURSELF INTO A CUSTOMER EXPERIENCE SUPERHERO IN 10 EASY STEPS Answer anything.

2 The inherent power of getting Customer Experience right in the digital world is clear -- it's the main predictor of whether visitors will return to a website or app. CX measures how your visitors feel about your brand. And it's the reason that all forward-thinking enterprises are investing in CX solutions. The question is, how do we maximize the organizational impact of the insights CX solutions generate? Someone needs to drive adoption from within. Someone needs to nudge stakeholders in the right direction. Someone needs to help them make sense of the data and insights CX solutions churn out hourly. Someone needs to help them derive value from datasets no one has ever leveraged before. Someone, in short, needs to be a CX Superhero. WHY SHOULDN T IT BE YOU?

3 Ask Wonder Woman or Batman no superhero ever had it easy. There s no question that transforming yourself into your organization s CX Superhero will involve challenges and let s be honest - legwork. What do you gain by becoming your organization s CX Superhero? Quite a bit, in fact. Demonstrate your initiative to decision-makers Expand your exposure across the enterprise Enhance your personal brand equity Position yourself as an expert who shares knowledge Reach and influence organizational decision makers Play a measurable role in shaping corporate strategy Make a true impact on your customers CONVINCED? NOW LET S SEE HOW YOU CAN MAKE IT HAPPEN.

4 Study your organization s CX solution of choice from top to bottom, and learn how it can be integrated with the rest of your marketing technology stack: analytics, A/B testing, Voice of Customer, content management, tag management, and so on. TIP #1 DIY Those who can, do. Get access, even as just an observer, to your group s or organization s CX dashboard. Get your hands on CX data and learn how you can use it to further goals in your group and in other organizational units. LEARN, EXPLORE, AND FIND OUT ALL YOU CAN BY DOING WITH YOUR OWN TWO HANDS. If you get stuck, ask for help from your CX vendor s customer success team!

5 TIP #2 MEASURE Measure and document your CX revelations. KEEP TRACK OF THE CHANGES YOU VE MADE, AND THEIR EXACT IMPACT. For example, document conversions, engagement time and scroll reach before and after a change to a given page. Then, try extrapolating how similar changes could affect other aspects of your organization s business or online presence.

6 SHARE AND SHOW OFF YOUR RESULTS INTERNALLY. TIP #3 SHOW OFF Establish yourself as an expert by demonstrating your track record. This can be done via existing media like monthly conference calls with counterparts, internal newsletters, webinars and town hall meetings, or through a brand-new medium that you initiate. Some CX Superheroes have established CX Movie Nights, where digital stakeholders from UX to digital analysts to product line managers to executives gather to watch specific user sessions and discuss their implications.

7 TIP #4 R O T N E M BE A A true CX Superhero isn t a gatekeeper, but an enabler. Once you ve learned the basics, and established your expertise, don t keep it to yourself. Become a mentor by teaching others to successfully use CX solutions and data. Initiate periodic formal or informal training sessions. And don t be shy about asking your CX vendor to help out with these, too. The more experts you create, the more you shine! ENCOURAGE OTHERS TO SHARE THEIR QUESTIONS, TIPS AND TRICKS. Consider creating a sharing venue, like a Slack channel or internal forum, to keep up with what everyone else in the organization is doing.

8 Deepen your engagement with internal stakeholders by applying some basic marketing skills. SEGMENT YOUR AUDIENCE INTO GROUPS AND MAKE SURE YOU UNDERSTAND EACH GROUP S ROLE, GOALS, AND NEEDS. TIP #5 SEGMENT AND CONQUER Help users in each group understand what they re missing, and create specific use cases for each stakeholder, based on data specifically-tailored to their interests or areas of responsibility. Then, establish working groups comprised of similarlyoriented CXers. Expand these forums into cross-functional task forces to avoid siloed application of CX knowledge.

9 TIP #6 DIG DEEP A true Superhero doesn t balk or back down. Actively encourage your mentees to surface issues that underlie CX challenges. SHINE LIGHT ON STUBBORN RELICS OF PRACTICES WHOSE EXPIRATION DATE IS LONG PAST. Make sure they re not afraid to examine sore spots, understand the emotional, behavioral and technological factors that contribute to their existence, and use CX technology to quantify their downstream impact. Then, present these findings in an accessible and easy-to-grasp way, make management aware of the challenge and their KPI implications, and don t stop following-up until change happens.

10 TIP #7 GO WIDE AND BUILD A PROCESS Expand your circle to encompass indirect or secondary stakeholders, who may not be candidates for mentoring but who could benefit from CX input. CREATE A PROCESS FOR ANALYSIS REQUESTS. Help requestors delineate their CX-related hypothesis clearly, state their goals, and then understand the results of their queries.

11 TIP #8 CREATE A WISH LIST CX Superheroes know that everyone has an interest in deepening engagement with solutions that promote CX. DON T BE SHY ABOUT SUGGESTING PRODUCT CHANGES AND NEW FEATURES TO YOUR VENDOR TO BETTER MEET YOUR UNIQUE GOALS AND KPIS.

12 TIP #9 DRIVE INTEGRATIONS NO ENTERPRISE SOLUTION LIVES IN A VACUUM. A CX SOLUTION IS DRAMATICALLY MORE VALUABLE WHEN IT THRIVES IN THE COMPLEX ENTERPRISE DIGITAL ECOSYSTEM. By driving integrations, uncover deep insights and understand the context of your data from existing marketing technology investments. Then, be the catalyst that drives these integrations - with analytics, A/B testing software, VOC software, chat, CMS, , and other enterprise tools.

13 TIP #10 CONSULT As mentioned, if there s anyone with an even greater interest in the success of a CX solutions than a CX Superhero it s the CX vendor. The savvy vendors have dedicated resources that are more than happy to work closely with advocates like you to deepen engagement with CX insights, and help your organization derive the most value from their solutions. DON'T HESITATE TO REACH OUT TO YOUR VENDOR'S CUSTOMER SUCCESS TEAM -- THAT'S THEIR JOB!

14 CONCLUSION Becoming a CX Superhero is within reach for anyone with the right level of motivation, professional passion, career ambition, and domain interest. By transforming yourself into a CX Superhero, you re not only benefiting your organization and yourself you re playing an active role in the ongoing CX revolution. It s not always easy, but it is always rewarding. Just ask Superman. WANT TO LEARN HOW CLICKTALE CAN HELP YOU BECOME A CX SUPERHERO? GET IN TOUCH Answer anything.