Thursday, December 15, 2011

Key Components of a CX Framework - Part 2

This is the second post in a five-part series about the key components of a CX framework. 

Earlier this week, I began a series on the "Key Components of a CX Framework" with a graphic of the components and a description of the first step, Set the Stage.  Today I'll continue the series with a summary of the next step, Define CX.


Define CX
This step involves outlining the customer experience from a variety of angles. This is an extremely important step in the process (not that the others aren't), and you'll want to spend some time on these items to ensure you've done a thorough job. Remember that different types of customers will have different experiences with your company; and you'll want to devote different types of effort and resources for different customer segments.

Remember that, while you're considering the following items from the company perspective, you'll want to keep the customer and the customer's perspective front and center.
  1. Define your customer: Who are your customers? Why do they buy products and services from you? What are their needs? What problems are they trying to solve? What are their personas?
  2. Identify your customer segments: Are they new, returning, tenured, inactive, canceled? Have they bought certain types of products or a variety of products? Are there important psychographic segments to consider? What is their annual $$ spend? Are they profitable for you or not? Are they key/strategic, mid-market, smaller, self-service, etc.?
  3. Outline the customer experience lifecycle: What are the stages of the customer's relationship with your brand, from Awareness through Departure?
  4. Create a customer journey map: Refer to my previous post on this topic for more details on what that entails, but in short, you want to identify each of your customer touchpoints and understand both the customer-facing interactions and the behind-the-scenes efforts for each touchpoint along the CX journey.
Each of these items will guide you as you consider the next component of the CX framework, Gather Data.

Note: as part of your VOC/CX initiative, you should consider partners, franchises, etc. as customers, as well, and go through the same exercise for them. Any solid VOC initiative will also include VOP (partner), VOM (market), VOB (business), and VOE (employee) inputs. I'll consider these more as I write about the next step.

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