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Do you have a customer experience vision?
One of the 7 Deadly Sins of Customer Experience is “lack of CX vision and strategy.” Have you created a customer experience vision for your organization? How will you know where you’re going if you haven’t?
A well-defined and clearly communicated vision becomes the organization’s north star and helps employees understand how they are consistently expected to deliver the experience for your customers. More specifically, as I’ve written before:
Your company vision is an inspirational and aspirational statement that outlines what the company is trying to achieve near-term and long-term; it also guides decision-making processes and subsequent, resultant courses of action. Your vision will (a) draw the line between what you’re doing and for whom you’re doing it and (b) create alignment within the organization. Your customer experience vision and company vision are always linked, and often one and the same. Without this north star, employees can easily go off track and focus on projects or ideas that aren’t critical to what the business is trying to do.
Your CX vision is a tool to engage your employees in your CX strategy. To the latter point in the previous paragraph, your CX vision statement ought to allow your employees to say “no” if something isn’t right or doesn’t fit with the vision. It should allow them to evaluate what they are doing to ensure it aligns with the vision. If your statement doesn’t guide employees in this way, then it’s probably too mushy and not clear, specific, relevant, and meaningful.
Examples of CX vision statements
In case you’re not sure what a CX vision looks like, here are a couple examples.
- Warby Parker: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket.
- State Farm: Remarkable. Every day. Every customer. Every interaction.
- The Ritz-Carlton: The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.
- IKEA: Create a better everyday life for the many people.
- McDonald’s: McDonald’s vision is to be the best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.
- Salt River Project: Rewarding, easy, and pleasant.
- Hagerty: Deliver exceptional experiences with every single interaction creating lifelong clients that not only stay with Hagerty but tell their friends about Hagerty
How to develop a vision
Developing your CX vision is a process. You don’t just decide that this is the vision because you say so. A lot of research and customer understanding goes into it. You’ll need to understand the current state of the experience, as well as customer needs and expectations, in order to define the future, intended state. Understand the key drivers of customer satisfaction and loyalty. Map the journey and validate that with customers.
I’ve previously outlined three ways to understand your customers: