Oct 09, 2019 CX Success Stories Require Technology, Leadership, Data
By conveying real-world stories of customer experience (CX) success, organizations hope to grow their customer base. But being successful at telling the CX success story requires more time and planning than most people realize.
First, it’s important to develop a CX strategy that is positioned to generate stories of CX success. Based on Nemertes 2019-20 Intelligent Customer Engagement research study of 518 organizations, several best practices and technology adoptions correlate with success.
We have measured success by segmenting a subset of companies that have the best before-and-after results in their CX initiatives for revenue increase, cost decrease, and customer ratings improvement. Those organizations:
- have Chief Customer Officers: 59.2% of successful companies have CCOs.
- Use more than 2x the number of channels vs. all others
- integrate channels: 50% of successful companies use omnichannel
- use artificial intelligence: 60.8% of companies are using or planning to use AI; successful companies will use 2x or more AI technologies by 2021 vs. all others
- use analytics: 86.3% of successful companies gather feedback from their customers
Writing success stories becomes easier when the above practices are in place companywide or within departments. Vendors who want to write about successful customers should look for these best practices.
Once it becomes time to write, videotape, produce, or present a CX success story, follow this process to successfully create the story:
- Research and plan. Make sure you know the company and its customers. Create a list of questions and plan for objections to questions.
- Select sources. Carefully consider who you want to quote in the story. What level of person, and what involvement in the CX story? What knowledge of the enabling technology? And what about customers of the company?
- Conduct interviews. Allow enough time to get both quantitative and qualitative data, and plan different ways to ask the same question if you don’t get your answer the first time. Get hard data, and make sure to cover how leadership, technology, and analytics played a role in the company’s success.
- Analyze and write. Take time to review all the interview notes and background material—most people do not take long enough simply studying the results. Then write an outline prior to writing a report or producing a video.
- Review and revise. Review the draft product with peers and the customer source for the story. Make sure you ask whether readers will care? Will they get hooked and want to continue reading? Also, how can you produce multiple pieces of content that are not repetitive but instead, complementary?
For more details, watch our webinar on this topic here: https://www.brighttalk.com/webcast/16085/369906