Top Industry Insights on Differentiating Your CX Program


The Gist

  • Centralized management. Centralize CX for a unified, data-driven approach to differentiating your CX program.
  • Agile methodology. Foster an agile mindset for constant CX progress.
  • Advanced CRM. Utilize modern CRM for streamlined workflows and business development.

In the world of seemingly identical customer experience (CX) programs, differentiation is the unsung hero that can set your company apart from the competition. Kantar asserts in its company blog that to land “difference” can mean slashing customer churn by up to 50 percent. That’s what differentiating your CX program can do. 

These strategies range from centralizing management and adopting agile methodologies to leveraging advanced CRM technologies and identifying signals that truly resonate with consumers.

This article unravels various paths toward differentiating your CX program. Each of the organizations below offer unique approaches to ensure that their CX program is a beacon guiding their customers toward enhanced satisfaction and engagement.

Below are some expert-endorsed ways to differentiate your CX program to stand out.

Differentiate Your CX by Centralizing Your Approach to Customer Management

Tredence differentiates its customer experience program through a unique approach, centered on centralized management and decentralized action.

Surya Shanmuga Sundaram, Tredence Inc. head of customer experience management, explains, “While most companies manage CX in a decentralized manner, we believe that customers perceive their experiences as a single entity. Our centralized customer experience management team takes responsibility for measuring and evaluating customer experiences across all touchpoints. Through our CX control tower, we gather valuable insights from customer feedback and behavioral signals to better understand the end-to-end customer journey.”

By analyzing each CX issue’s financial and operational impact, Tredence prioritizes improvements based on its potential to enhance customer satisfaction and drive business outcomes, according to Sundaram. “Our CX control tower provides actionable insights to cross-functional teams, empowering them to address prioritized issues effectively. Additionally, our integration with the martech stack enables personalized customer interventions when necessary, ensuring a tailored experience for everyone.”

In essence, Tredence places emphasis on a coordinated, data-driven approach to customer experience management, striving to optimize its offerings by consistently prioritizing the potential for improved customer satisfaction and consequential business outcomes.

Agile Mindset: A Key to Differentiating Your CX Strategy

Baldwin & Obenauf, Inc. (BNO) stands out in the competitive landscape of CX through its commitment to agility, not just as a methodology, but as a mindset that permeates all aspects of the company’s operations, as explained by Trista Walker, the company’s president and CEO.

“We’ve adapted and deployed principles from agile software development in the delivery of our CX work,” said Walker.

“Though many teams use agile in the prototyping stage specifically, we have adapted it for end-to-end program management from research through implementation and every design thinking step in between,” Walker explained.” This applies both to our own business as well as the way we approach CX initiatives as a service provider.”

It’s worth noting that this is more than just a management methodology, Walker added. “Like CX itself, agile is also a mindset. To work effectively, we really immerse ourselves and our clients in this approach and once you’re in it, it’s an incredibly fun and exciting way to work that lights up your creative problem-solving skills.”

Working in sprints, interspersed with sprint planning and retrospectives, a key benefit and differentiator with agile is that we can create a state of constant progress, Walker said. “We maintain but also build momentum as the work progresses. We can minimize (or eliminate) wasted effort and pivot both our human and capital resources to higher value activities.”

Showing and proving ROI is among the trickiest and most hotly debated topics around the CX table, Walker added. “Applying agile, it’s not only possible but likely that early improvements can be realized. Early improvements can accelerate results and prove CX value, which in turn bolsters the business case for continued investment.”

Baldwin & Obenauf is an example of harnessing the power of agile methodology and fostering a culture of continual progress and creativity that drives valuable outcomes in customer experience.

Related Article: CIOs: Time to Sense Transformational Needs, Create Agility

Maximizing CX: Streamlined Workflows Through Advanced CRM

Leveraging modern CRM capabilities to streamline workflows and optimize business development efforts is central to Unanet’s approach to differentiating customer experience, according to Akshay Mahajan, the company’s executive vice president of architecture, engineering and construction (AEC).

“Modern CRM capabilities enable on-the-go and easy access to the data business development teams need to strategically leverage the power of their relationships, grow their business, and drive predictable revenue for their firm,” said Mahajan.

Integrating the latest technology into mobile or office-based workflow gives users the right information to pursue and win business, without interrupting their workflow and avoiding the need for multiple web page log-ins, according to Mahajan.


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