Along with my colleagues at Customer Innovations, I’ve had the opportunity to help structure and manage major customer experience initiatives for a wide range of companies. In the course of doing so, we’ve run into every imaginable roadblock and gone down our fair share of unproductive “rat holes.” About a year ago, the Customer Innovations leadership team took a step back and summarized the stress points that organizations face as they try to build and maintain momentum with their customer experience programs. Here’s what we came up with:
Customer Experience Program Stress Points
These stress points create confusion, slow or stall progress, and often partially, if not totally, derail the effort. We’ve found that these stress points occur predictably with certain roles (e.g., the project team, executive stakeholders, support functions, etc…) and at certain points in the lifecycle of the effort. Although they occur predictably, they tend to catch most organizations by surprise. The key to building and maintaining progress is to know how to anticipate these stress points and manage them in advance.
Here are just a couple of the predictable stress points and what we’ve found is important to proactively address them:
- Moving Beyond Platitudes (Executive Sponsors). Many executives have strong rhetoric around customer-focus and the need to deliver a compelling customer experience. Very rarely do they understand how to move the organization beyond this rhetoric into action. The experience that customers have with the business is typically the product of very deeply entrenched structural, cultural, and behavioral “legacy effects.” Shifting the customer experience in any noticeable and profitable way involves knowing how to shift this deeply entrenched organizational behavior. Addressing this stress point requires having a comprehensive, well-tested roadmap that allows Executive Sponsors to know how to create the conditions for success with a program that follows through on the rhetoric. This roadmap must take into account surfacing and addressing the legacy effects that get in the way. (see: Centers of Gravity: Levers for Shifting the Customer Experience, How Employee Experiences Drive Organizational Behavior, and Integrating Customer and Employee Experiences)
- Knowing Where to Start (Project Leadership and Support Functions). Improving the experience customers have with the organization seems all encompassing. There are usually a very wide range of processes, functions, technology, and people that touch the customer. Most organizations have multiple lines of business, each with multiple types of customers, and often many different channels or intermediaries that play a role. Where do you start? Do you try to work top-down on the things that are common across all of these dimensions or do you try to work bottom-up by focusing on individual elements of what the organization does to influence the experience? The answer is neither… and both. We’ve found that an iterative top-down / bottom-up process works best. Starting with top-down principles and a unifying customer experience specification (see: Customer Experience Specification) and then refining the principles and specification in bottom-up detailed design and pilots with individual lines of business or experience components.
- Productively Engaging the Organization and Partners (Line Management and Front Line Employees/Partners). How do you include and engage the organization in the project? How do you involve outside intermediaries, agents, franchisees, brokers, integrators, etc… ? Addressing this question involves understanding how the extended organizational system influences the experience customers have. We’ve found that a deliberate combination of workshops, immersion events, participative research and design approaches, etc… can make a huge difference in getting the broader set of participants in the delivery of the experience on board and owning the initiative. (See: Optimizing the Business-to-Business-to-Customer (B-to-B-to-C) Experience and Rapid Revenue Retention: A “Swarming” Approach to Keeping Customers During Recessionary Conditions)
- The Experience Mapping Swamp (Project Team and Support Functions). Touch-point mapping… the analysis of how customers experience what the company does at each of the points of interaction… is the central approach used in most customer experience initiatives. It’s very rational that the organization would want to know how it’s doing at those points of interaction. The problem is that it’s close to useless for figuring what to do to significantly improve the experience. In most cases, addressing the issues that get surfaced in touch point mapping exercises creates no more than “better sameness.” (see: Whose Experience is it Anyway? and The Customers’ Experience Does Not Happen At Your Touchpoints!) The fact is, the customers experience doesn’t just happen at an organization’s touchpoints and, as a result, it’s really impossible to know how to meaningfully improve that experience unless you understand what’s happening at the non-touch-points. The most effective tool for proactively addressing this stress point is making sure that the effort starts with an “experiencer-centric” definition of the experience. (See Experience Miner: Creating Profitable, Evocative Experiences)
There are many other stress points: Facing the ugly truth in “Coming to Terms with the Truth About Today“, overcoming the tendency to define an “Ideal Experience We Can’t Implement,” having the guts to do drive towards “Differentiation vs. Better Sameness,” while avoiding “Painting the Surface vs. Changing the Core,” and overcoming the “Surfacing Unwritten Rule Barriers” that make it impossible for the organization and it’s intermediaries to behave in a way that creates the desired experience, etc… You get the picture. We’ve developed effective strategies for addressing each of these stress points. I’m happy to provide additional information…. just shoot me a message.
Note: Our stress point framework was inspired by the “Reengineering Stress Point” framework originally created by brilliant consultant, Glenn Mangurian, while he was at CSC Index in the mid-90s’
Another note: If you found this post interesting, you might also find the following posts helpful:
- Why Customer Experience Initiatives Fail?
- A Break in the Service Profit Chain: Why Increases in Employee Engagement Don’t Improve the Customer Experience
Filed under: Customer Experience, Organizational Behavior Tagged: | Customer Experience, experience design, experience mapping, failure, glenn mangurian, Organizational Behavior, program management, roadblocks, service profit chain, stress points, touchpoint mapping