By Holly Olson
Creating better executive alignment can skyrocket CX program ROI
Is your company still struggling with getting executive buy-in for customer experience initiatives? If so, you’re not alone.
Today, the customer experience (CX) has become the competitive battleground and differentiator for all businesses. By delivering a consistent, memorable experience, companies can create a competitive advantage that increases customer engagement, conversion, loyalty, and advocacy.
We know that having executive commitment is critical to the success of any CX strategy. Without it, you’ll never get the resources needed to execute or sustain a successful customer experience program.
Executive buy-in at the CEO and C-suite level leadership requires a commitment to propel change throughout the entire journey, as well as set the direction, lead communication efforts, model desired behaviors, align resources and hold all organizations accountable.
63% of executives who make customer experience a priority actually deliver a better customer experience than their competition. (Source – The Economist Intelligence Unit)
4 Ways to Get Executive Buy-In
Executives who are emotionally invested, motivated by visible success and self-defined goals will be committed to the CX initiatives within their organization. It’s up to the CX leader to ensure the CEO/executives are kept in the loop, informed of the quick wins/successes that demonstrate how the resources are being used and the risks managed.
So, how to we get the C-suite level invested, motivated, and committed?
Emotions play a big role in CX. Happy is definitely an emotion you want your customers to have when they think of you, but what about the CEO/C-suite level leadership? Think back on a time when you were emotionally invested in something. How strong was your involvement? Did you think of it as “your baby?” Were you upset when someone said, “your baby” was ugly (metaphorically speaking of course)? How did you react? The more involved executives are in building and defining the structure, goals and organizational changes for your CX program, the more emotionally tied and committed they will be the overall success of “their baby.”
Motivated by Visible Success
Have you ever been on a diet? If we are honest, I think most of us have not only been on a diet, but might have been dieting our entire lives. What is the best way to get/stay motivated when dieting? Losing weight/inches that are visible, right? Once you start to see the results, it’s the only motivation you need to stay on target and reach your goal. Customer experience is no different. Once a company starts to actually see the results of behavioral changes within the organization, engaged employees, positive customer feedback and increased ROI it’s a no brainer. Positive visual results are the best way to stay motivated and on target to ultimately reach your CX goals.
Have you ever heard of the phrase – “skin in the game?” This should be a familiar term as it is frequently used in business, finance, and politics. To have “skin in the game” is to have incurred risk by being involved in achieving a goal. C-suite level executives must have Go to the full article.
Source:: Business 2 Community