Customer Experience (CX) is a critical aspect of business success, but many CX strategies fail to deliver the desired results. One of the main reasons for this failure is the lack of documentation and organisational buy-in for CX strategies. CX leaders often operate as silos, keeping their strategies and plans confined to their teams (or often just stuck in their heads!), which leads to a lack of understanding and collaboration within the Organisation.
In this article, we will explore the importance of simply documenting and sharing CX strategies, and how it can help CX leaders gain the buy-in and collaboration necessary for successful implementation.
Now I know this may appear to be like teaching Grandma to suck eggs, but believe me, I have talked to so many CX leaders recently that are struggling to execute their strategy but cannot produce anything on ‘paper’ (or screen) for me to give feedback and advice.
It’s like they think the strategy should just be magicked into the rest of the organisation's consciousness. How on earth are they supposed to buy into the CX strategy if they don’t really know what it is?
CX leaders expect their colleagues to come with them on the journey to customer centricity but don’t treat them as their customers, and ultimately deliver them a crap customer experience.
So here we go, let’s strip it back to basics.
The Problem with Siloed CX Strategies
Organisational silos are a common challenge in many businesses, and they can be a significant obstacle to the success of CX programs. When CX leaders fail to document and share their strategy, they inadvertently contribute to the creation of silos within the organisation. Each department may have its own goals and priorities, resulting in a lack of communication and collaboration. This, in turn, leads to conflicting objectives and a fragmented approach to CX.
CX is not just the responsibility of CX leaders; it is a topic that should involve the entire organisation. When the CX strategy is not documented and shared, other leaders and employees may not fully understand the importance of CX or how their role contributes to the overall customer experience. This lack of awareness and alignment can hinder the success of CX initiatives and prevent the organisation from becoming truly customer-centric.
The Benefits of Documenting and Sharing CX Strategy
By documenting and sharing their CX strategy, CX leaders can overcome the challenges posed by silos and gain the necessary buy-in and collaboration from other leaders and employees. Here are some key benefits of documenting and sharing CX strategy:
1. Identify Gaps and Areas for Improvement
Documenting the CX strategy allows CX leaders to review and analyse their approach. They can identify any gaps or areas for improvement in their strategy and make necessary adjustments. This process ensures that the strategy is comprehensive and aligned with the organisation's goals and objectives.
2. Model the Benefits of CX
When CX leaders document their strategy, they can clearly outline the benefits that can be realised through a customer-centric approach. This includes improved customer satisfaction, increased loyalty, and ultimately, business growth. By modelling these benefits, CX leaders can demonstrate the value of CX to other leaders and employees, encouraging their support and engagement.
3. Communicate Across the Organisation
Sharing the CX strategy with the wider organisation is crucial for creating awareness and understanding. CX leaders can use various communication channels, such as company-wide meetings, internal collaboration tools, or dedicated CX workshops, to effectively communicate the strategy and its objectives. This ensures that everyone in the organisation is aware of the CX goals and their role in achieving them.
4. Co-create with Other Leaders
Documenting the CX strategy opens the door for collaboration with other leaders. By involving leaders from different departments and functions in the strategy development process, CX leaders can benefit from their unique perspectives and insights. This collaborative approach helps to break down silos and promotes a more holistic and integrated approach to CX.
5. Gain Buy-in and Collaboration in Execution
When other leaders and employees have a clear understanding of the CX strategy, they are more likely to buy into it and actively contribute to its execution. By sharing the strategy, CX leaders can build a sense of ownership and engagement among the wider organisation, leading to greater commitment and collaboration in delivering exceptional customer experiences.
Overcoming Challenges and Achieving Organisational Alignment
While documenting and sharing the CX strategy is crucial, it is not without its challenges. CX leaders may face resistance or indifference from other leaders or encounter difficulties in effectively communicating the strategy. To overcome these challenges and achieve organisational alignment, CX leaders can consider the following strategies:
1. Create a Clear and Compelling Vision
The CX strategy should have a clear and compelling vision that resonates with other leaders and employees. This vision should highlight the benefits of a customer-centric approach and clearly articulate the role that each individual and department plays in achieving it. By aligning the vision with the organisation's overall goals, CX leaders can create a sense of purpose and urgency around CX.
2. Develop a Comprehensive Communication Plan
A comprehensive communication plan is essential for effectively sharing the CX strategy. CX leaders should identify the most appropriate channels and platforms for communicating the strategy to different stakeholders. This may include town hall meetings, departmental presentations, or internal newsletters. The communication plan should be tailored to the specific needs and preferences of the organisation.
3. Foster Collaboration and Cross-Functional Teams
To break down silos and encourage collaboration, CX leaders should promote cross-functional teams and initiatives. By bringing together representatives from different departments, CX leaders can foster a culture of collaboration and create opportunities for shared learning and problem-solving. This cross-functional approach ensures that CX is not seen as the responsibility of one department but a collective effort.
4. Measure and Communicate Results
To sustain momentum and demonstrate the impact of the CX strategy, CX leaders should establish clear metrics and regularly communicate the results. This allows the organisation to track progress and identify areas for improvement. By sharing success stories and celebrating achievements, CX leaders can reinforce the importance of CX and maintain engagement and support from leaders and employees.
Conclusion
Documenting and sharing the CX strategy is essential for achieving organisational alignment and breaking down silos. CX leaders must overcome the challenges of resistance and indifference by creating a clear and compelling vision, developing a comprehensive communication plan, fostering collaboration, and measuring and communicating results. By actively involving other leaders and employees in the CX strategy, CX leaders can gain the necessary buy-in and collaboration to drive the organisation towards customer-centric success.
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