Talking with another organization’s leaders, I started probing about their work processes. My suspicion (which proved correct) was they didn't have formal processes to dependably produce their best work every time. Their processes turned out to be lax and inconsistent, which resulted in their customer experience strategy being the same.
They asked what they could do to better document strong processes.
Off the top of my head, I suggested the following strategy to strengthen the consistency of their customer experience strategy.
Step 1: Select 10 to 15 very successful engagements. Also, select 10 to 15 unsuccessful (or less successful) engagements.
Step 2: Have two individuals or two groups work completely separately on diagnosing the critical success (or lack of success) factors. Use a structure so each group fully explores all aspects of the client experience, along with relevant internal processes, interactions, and tools to deliver the client experience. Among the factors to evaluate are:
Step 3: After each team prepares its evaluation, switch the work. Each group can add additional comments to the other group’s assessment based on their learning from the initial work.
Across this type of evaluation and questions, you should have a strong sense of what processes and factors lead to successful outcomes within your customer experience strategy.
From there, you can start spelling out more standardized approaches to boost the consistency and success of what you do and deliver. – Mike Brown
Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas? The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.
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