5 Guiding Principles of Innovative CX Management

Customer Experience is a relentless effort in pursuit of achieving customer loyalty. Considering the uniqueness in offerings, customer behavior, or culture within the organization, customer experience is also very distinctive to it. A successful customer experience program demands consistent efforts in identifying new solutions, being creative, having holistic views, subject matter expertise, and value creation.

Over the next few weeks, we will address different guiding principles that help drive innovation in customer experience management.

Solution Centric Mindset

Have you ever noticed when you desire or want something deeply, you end up seeing more of it around you? For e.g, if you want to buy a house, everywhere you look you find these sales banners, advertisements for exciting deals, and newspaper articles on tips to buy houses. Before you set your mind on buying a house you probably overlooked it. This is how mindset functions to direct us towards our true desires.

Now there are many definitions of the term Mindset. In generic terms, it means a set of beliefs that shape how you make sense of the world and yourself. It influences how you think, feel, and behave in any given situation.

When we set our wants clearly and more specifically, it helps define our sense of purpose which in turn opens door to our perceptions or visions. Basis these perceptions we take actions that lead to certain results in our effort.

What supports purpose is a strong belief in it, the focus, and optimism. In other words, pursuing your purpose with passion helps you accomplish it!

To be innovative in customer experience initiatives it is important to pursue with a solution-oriented mindset. This will inspire focus on ideas, insights, or thoughts that lead to varied ways of addressing and progressing out of a problem.

The leaders should work to create an environment that allows people to be keenly observant, curious enough to accelerate their learnings, and bold to experiment with new ideas.

Differential Thinking

In the famous words of Thomas Edison, “There is a better way to do things, find it!” To be innovative one needs to be constantly looking for newer, better, different ways of finding solutions. Our mind is like a kaleidoscope. With little turning and twisting, it throws back new approaches to address a particular task. 

Customer Experience is one domain that challenges you enough. The Cx fraternity has to spend a whole lot of time and effort convincing the ROI of the program that is either proposed or in progress. It is a fact that extreme pressure and stressful situations are never the breeding ground of ideas. 

A few easy disciplines come very handy in combating such situations and prepare us better to resolve tricky situations. Here are a few tips:

• No idea is a stupid or a bad idea. Encourage your teams and yourselves to share any and every thought that crosses your mind. Create forums or mediums to welcome such conversations.

• Have a laundry list of ideas, categorized by specific opportunity. Brainstorm on possibilities, risks, and applicability and summarise in the notes. 

• Do not fear the new or unknown but be open to exploring and taking calculated risks. Test run the ideas and conclude with informed decisions.

• When expanding on ideas, think of visual tools like diagrams, process maps, mind maps, etc to dig deeper and identify all possible paths of working through them

Mundane methods can be an answer to a problem at hand but it implies mediocrity.

To pursue excellence, one must be creative and constantly looking for better ways. 

Allow the ideas to flow freely, be spontaneous, and experience joy in serving your customers.

Being Mindful and Consistent

You would agree that creativity demands discipline and can be very exhausting. It is fair to admit that day-to-day distractions cause immense disruption in the creative thinking process. At the same time, isolating oneself completely from the world can also lead to a very one-sided view of the new idea. Especially, when it comes to solving business problems, the different solutions may need varied perspectives and hence either extreme is harmful to the innovative mindset.

Being mindful and consistent is an answer to striking the balance in this wide spectrum of environmental factors. Specifically, relating to CXM and the dynamics involved in the process, we must stay focused and ideation is more of a habit than an act.

Ikigai beautifully explains the art of being mindful and consistent and that is through the power of flow!  Our process of thinking through new ideas, working to build on those ideas, and executing them, should all be well integrated into our daily lives. It’s true that most of our ideas strike when we are in a relaxed state of mind say in the shower, or when we are half asleep, or listening to some great music, or just driving back home. Creativity is only healthy and effective if it’s organic and not a mere calendared activity.

Finding balance enough to work with clarity in a much ambiguous and complex program like CX management can be an uphill task. Here are a few tips to make it possible:

Don’t be too tight with measuring output vis a vis time involved. Creativity should be allowed a smooth flow of thoughts without an evil eye of time pressure. To stay in the flow, it is important to be staying with your idea at the moment and delving into it as deep as it demands.

-However, demanding the situation could be, take some time for relaxing or doing things that drive you away from pressure. In the flow state, one should be able to effortlessly navigate from intense work mode to a fine state of peace and calm. This helps you stay engaged and allows you to stay on the path of fresh ideas and thoughts consistently.

-Take pauses to comprehend your findings. Separate simple and concise thoughts from complex and intricate detailing. Creativity tends to trap in a timeless loop of thoughts so it is important to prepare a laundry list of what is workable and what is not. Step away from time to time and come back to it for a fresh perspective.

Simple ideas could lead to breakthroughs, let creativity be your default setting.

Collective Intelligence

"Alone we can do so little; together we can do so much." As wisely stated by Helen Keller sounds quite cliché when it comes to the ground realities of the business world and is often underestimated in its power. Believe it or not, this particular principle, collective intelligence works like a superfood for innovation.

The ask here is to create and build a high-performance team that is diverse and complements one another in skills to amplify the desired outcomes. Collaboration is not only about different individuals working cohesively together towards an idea but also how each individual fills the blind spots in the creative process. The understanding is that the group intelligence derived from teamwork results in ideas that are more evolved and successful.

Customer Experience Management demands mobilizing several ideas and insights efficiently within the enterprise across the board. This could mean a diverse set of people from different functions or roles have to adapt to the change. If the suggested reforms are not vetted for varied processes or policies in the organization, the ideas could backfire and derail the customer experience program.

Without simplifying the concept of collective intelligence, let us understand a few strategic insights that could help move on that path.

1.       Hire for Collective Intelligence
With a clear vision and goal in mind, enterprises should corroborate a way to hire people not just for hard skills or technical skills and knowledge but also search for competencies that enable an innovative mindset. Critical thinking, problem-solving, and ambiguity, are some of the abilities to look for in the hiring process. It is important to see how the new hire will complement the existing team.

2.       Diversity is the key
The innovation team must be formed by resources that are multidisciplinary to make sure that there is a perspective that covers depth and width allowing information to feed new ideas. It is important to allow healthy exchange across disciplines and encourage a trustworthy, open environment. Everyone in the team should be aligned to a common goal and understand their responsibility and role.

3.       Integrated with Business
The team while focusing on new ideas, forming insights, and building innovative solutions to business problems, cannot be functioning in siloes. It is important to have them associated with ground realities and be aware of existing issues or priorities. They need to work in alignment with the organization’s vision and goals and understand the inside out of business. This has to be an open lab kind of a structure wherein all masterminds come together, virtually or physically to brainstorm ideas.

A set of right minds, breaking the status quo, and working in unison can lead to many more creative endeavors.

Value Add

Building an environment of innovation in any business starts with putting together a framework, that includes the right environment, skilled resources, and processes. This would allow a seamless flow of new ideas about services, products, and methods or policies. There is no denying that it involves a certain amount of investment both in time and material.

Value addition is an important guiding principle that works as a foundation for creative pursuits in business. In simple words, value add implies looking at creating ideas that can help resolve a problem, faster, better, and may be cheaper. The ideas that serve no direct or indirect purpose to the growth of the organization and/or their customer are an effort in vain.

Following the underlined recommendations for value add will not only aid organizations in ensuring a return on their investment but also the journey could be a lot easier.

1.    Clarity in the problem that one is trying to solve is a must to keep the focus and not beat around the bush. The beneficiary of the solution, impact on business, etc. are worth a discussion at the beginning.

2.    Build a strong understanding of consumer needs: Knowing your target customer and having a solid grasp on their changing demands, and expectations, is a key to ideas that would be relatable.

3.    Brainstorm the impact of the idea on stakeholders, both internal and external. It is important to have a holistic view of how the idea would create positive as well as negative impacts in the value chain.

4.    Test and try the idea for scalability, performance, results, and feedback before finalizing it across the organization.

Innovation in Customer Experience Management specifically demands value added to the customer that keeps the brand standing out in the market. Strong and timely communication helps in taking these ideas further to the end-user and building their trust. Customer Journey Mapping and feedback are great tools to use for vetting the idea and developing it further.

Ideas should always be measured for the value they bring in! Always look for that extra worth in new ideas!

Relook at Customer Experience with New Lens

Customer Experience origin dates back to at least a couple of decades. The term itself has evolved over the period of time starting with primarily in-store, face to face interactions to building service delivery capabilities with access to phones and service agent 24x7. Over a period of time as Internet services picked up it flared the e-commerce industry allowing customers to choose from multiple providers and order from comfort of home. The emails, smartphones, social media, CRM systems pretty much led consumers to have access to multiple channel and landed to where we are today, highly digital, personalized and omni-channel experience.

 James Baldwin quoted “People are trapped in history and history is trapped in them”. This quite fits into the context of our blog “Relook at Customer Experience with new lens”.

Lot of us are still catching up to today’s advanced customer experience and still stuck with its history of delivering quality products, 24x7 customer support or efficient customer service. It is also fair to say that it is surely quite a task to hold on to every thread of this concept and that is mainly because every aspect of business, be it people, policy, process, product, every part is integrated into the concept.

Here are a few insights on how we need to change our lenses to understanding and interpreting Customer Experience.

•  Magic of Customer Experience (CX) lies in its wholesomeness and not an isolated initiative that runs in silos. Like we said interdependencies in our policies, people, products or processes cannot be ignored when we adopt CX for growth in our business.  Consider a top down view and assess every component for its current state and what it may take to bring it to a desired state. As a CX enabled organization imagine your business structure where customer centricity is the focal point and entire organization leaning to this center.

• Just focusing on the excellent product features may not be enough anymore for a brand to beat the competition. Delivering over and beyond and retaining customer, calls for an understanding of customer behavior and their emotional drivers. We will agree that most often the “make” or break” decisions in any relationship are triggered by an emotional impulse and consumer-brand relationship is no different. Customer Loyalty built on strong foundation of “Trust” is one of the key variables to know how our consumers are associating with our brand.

• Consider technology and digital transformation as means to attain stellar customer experience and not a goal. There is no denying of the fact that technology is intrinsic part of our existence both personally and in business. As business leaders we must understand that any transformational success relies on how well we understand and manage the change. While we are excited about the new and sophisticated means of conducting our business with advanced concepts and technology we should also spend as much time and effort it may take to fully gauge its integration with existing systems and tools and the depth of impact it may have across the board

• Budget restrictions or insufficient funds may not be the reason to completely reject CX transformation, however, organization’s lack of sincerity and commitment to the effort definitely is. Customer Experience is not a transactional effort rather a cultural shift. As we proceed on CX strategies and build a road map to change, Band-Aid approach is detrimental to its success. It is a shift that touches every aspect of an organization and hence one has to be patient with implementation and return on investment. It is absolutely possible to align organization objectives with Customer Experience outcomes within available resources by reallocating and/or reprioritizing.

• Labeling current job titles with fancy and trending CX tags and glorified job descriptions rather than building a role or department that is aligned to organization vision and clear responsibilities and KPIs, will only lead to underperforming, confused and disengaged CX team. This builds an inevitable ripple effect of disengagement and negativity within the organization and ultimately customers. It is always advisable to outsource the work or invest in training and consulting the experts till we gain maturity in the process. The focus needs to be making significant difference and not just bring ornamental change for optics.

• Expecting overnight changes and 100 percent customer satisfaction or Zero customer attrition is absolutely unreasonable even with a perfectly designed Customer Experience. There is no perfect world and the objective of Customer Experience is understanding and interpreting consumer behavior and defining strategies to keep them better engaged. CX teams or anyone for that matter is not capable of taking responsibility of human behavior and hence it is unrealistic to hold unattainable goals and set them up for failure. CX goals should also follow legacy SMART criterion and stay as real and aligned to company goals and outcomes.

 Write to us to know more about Customer Experience, and how it can support your business success at contact @pinkguava.org

How feedback is an effective tool for Business Success 

Feedback is an essential tool to build a person's leadership, empathy, and communication skills by listening, identifying, and acting on thoughts, feeling, and experiences. Feedback is underrated both for the transformation of individual skills and importance in a business. It is a process to listen and understand ways, actionable to make things better. Feedback is instrumental for actionable insights in a business by capturing customers'’ feelings, thoughts, and expectations across the complete journey.

 If feedback is such an essential ingredient to becoming better both from an individual and business point of view, then why is it not that utilized? Why do organizations yet have to wake up to this underrated tool to organize, scale-up, innovate, and enhance customer engagement, including internal and external customers? Is it lethargy in collecting feedback or simply ignorance in the process and its importance? Most of the time, it is both, and we, through this blog, are trying to reason out an effective way to collect feedback and how it impacts business success.

One of the primary reasons for the lack of utilization of the feedback process is that feedback collected doesn't yield many actionable inputs for the business. We often discover that intensely critical feedback that is awkward and harsh can have a detrimental effect on the business plans for employees and suppliers. In the times of the digital age, when data and each interaction provide some input as feedback, this sleuth of data and the sheer thought of collecting and making sense of it usually overwhelms decision-makers and organizations. So ignorance for the feedback process or simply getting defensive in understanding the intent has become a common norm.

Feedback in today's time can give insights to a business to enhance customer satisfaction, product improvement through innovation and by designing new ways, features, approaches, and even enhancing customer support. For instance, think about creating a website and utilizing the feedback of a representative group to assess the flow, patterns, and ease in usage to enhance customer satisfaction through the website. Sounds exciting and needs focus and discipline by the business to invite and use feedback in improving its deliverables while also remaining vigilant to the feedback giver’s perspective and time. Usually, the absence of this crucial feedback diminishes the chances of customer engagement.

Feedback also collected to make performance better usually gets hindered due to its limited scope. Research proves that feedback if taken to improve performance doesn't help much as thoughts and feelings are limited by customers' knowledge, understanding, and unconscious biases. More data points and then averaging those improve the learnings from the feedback process. But most of the time, it is limited because more data points improve the random error in the data but not the systematic error. By definition, random error is one time, out-of-turn error due to chance; hence the statistical and thoughtful process can eliminate it.

In contrast, systematic error is a part of the process and can have far more ramifications to improve. Systematic errors are part of the process and not by chance. Thus, a feedback process through an objective viewpoint and process while considering the various biases and errors can provide a business with actionable inputs for action through their digital interactions and structured feedback collection process including cumulative and transactional ones.

We highlight three tenets through this blog to improve the feedback for actionable inputs. 

Use feedback with the Intent to listen and understand

Intent on why the feedback is being captured and analyzed makes all the difference. Customers, both internal and external, share experiences and feelings when describing an event, an occurrence, and a transaction while interacting with a business through a touchpoint. Hence along with scores, the open-ended questions are instrumental in analyzing what is working and why so? 

When captured with Intent to understand, improve and get better, feedback will always find takers and the candid view from employees, customers, and suppliers. There will be candid, harsh truths that can be detrimental to business motivation and plans. This doesn't mean at all that harsh feedback should be discouraged or should be constructively put aside. Instead, it will need an objective, outcome-based analysis to filter, analyze the feedback, and correlate with other indicators to utilize for actionable inputs.

Importance of feedback Process

 There are a lot of tools that are utilized by businesses, including "Voice of Customer," "Customer Satisfaction," "Live chat," "Social Media Interaction," "NPS," or simple "email" surveys with different modalities and Intent to capture. All are instrumental at different points of time to listen, analyze and act. For instance, NPS is used to analyze the pulse of customer feedback by first a score-based question and then an open-ended question to find the reason for the same.

 1. Seeking feedback in real-time or when the event is happening, or you just completed the execution can have different viewpoints due to time-lapse and various biases that come into action. Insights in real-time by different stakeholders are instrumental in gauging the friction during performances, interactions, and corresponding emotions.

2. Language, too, can make a lot of difference. So instead of just asking if there is any feedback for me, more thoughts can be assessed by the business by asking how they can improve the product/service deliverables.

- What was worked for the customers?

- What was that which needs more work?

Effective feedback is about Intent, context as it is about remaining open to listen and receive. Thus finding the reasons behind the scores is more important than dashboards to show where and how the organizational deliverables provide an impact.

Closing the feedback loop

 An essential part of a feedback process is about closing the feedback loop. 

Closing the feedback loop means the following –

1. It is to humbly and graciously accept the thoughts, feelings, and experiences shared by the customer, including internal and external, for their interaction through the entire customer journey. More quantity or more feedback pointers will slowly support in enhancing the quality of actionable inputs.

2. Creating a follow-up implementation and action plan after scrutinizing the relevant information in an unbiased manner without errors will support achieving the business objective.

3. Communicating the resultant action plans to the customers who gave feedback is the most crucial part to close the feedback loop and to keep the loop open for more candid feedback in the future. It is also true in complaints or regular interaction on social media or feedback for a relevant tool to business.

 Actionable input for business will improve deliverables, clarify objectives to employees, and identify touch-points where deliverables faltered for the customers. Feedback at the business ideation stage improves innovation as product/service can be tuned in as per customer needs, expectations, thus enhancing the chances of creating the right product-market fit. Feedback is instrumental for business success through more engaged employees, customers, decision-makers, and above all, deliverables to ensure the business remains agile to achieve its objectives. 

 Write to us to know more about feedback, and how it can support your business success at contact @pinkguava.org