A CX-Driven Culture: How do you Actually Create One?

By: Clarabridge Team

July 1, 2015

CEM Programs
CEM Solutions
customer experience
customer experience management

We are living in a new age: the Age of the Customer. Bain & Co. found in a recent survey that 89% of companies expect to compete primarily upon the quality of the customer experience that they provide. Given that climate, it’s become in vogue to say that your organization is “customer-centric,” “customer-obsessed,” and other similar buzz-wordy terms. But what does “customer-centric” actually mean?

Well, for starters, it means more than just caring about the people who make your business possible – catering to the people whose money you’re trying to earn has always been the basic premise upon which the concept of business exists.

Rather, customer-centricity involves making your customers feel like you’re selling directly to them, as an individual; incorporating customer feedback to a degree that you’re essentially providing the experience that they are clamoring for. This means listening closely to the Voice of the Customer, and ensuring that the message is communicated throughout the organization to key stakeholders and actors alike.

Well, how do you do that?

It’s a classic combination of people, process, and technology. A technology that facilitates a process of empowering people with insights is a great place to start. We spoke to several Clarabridge customers to determine the degree, frequency, and type of reporting they carry out in order to ensure that the CX-driven culture they preach effectively takes root.

A leading payroll management company ensures that they can nimbly respond to customer feedback by combining sentiment and conversation volume data with Net Promoter Score rating in PowerPoint reports that are circulated weekly to various levels within the organization, and are ultimately posted to a company SharePoint as well. This company updated progress and presented updated goals with a quarterly reporting cycle.

With our recent release of Clarabridge 7, our CX Studio solution will make sharing these insights even quicker, eliminating the need for PowerPoint. This dashboard authoring environment enables massive rollout and distribution of customer insights to the whole enterprise. It offers an infographic-style visualization of data that accelerates CX adoption for teams across an organization.

On the other end of the spectrum, a leading electronics manufacturer deals mostly in customer surveys, confining reporting to quarterly checkpoints. In between, reports can be generated on an ad-hoc basis, with no set template or style. While this may sound less consistent and therefore less useful, this customer has found success by offering reporting essentially on demand, with stakeholders expressing appreciation for the creative thinking the process encourages. By neglecting to define for stakeholders which metrics are important, this structure can lead to unexpected insights as executives seek to learn new and nuanced information.

While these are perhaps two examples that sit at extremes, the message is clear: a CX-driven culture stems from enterprise-wide involvement, executive buy-in, and effective communication of insights. The reporting structure is unimportant – finding the right balance for your company is the key. The results should speak for themselves if the reporting is effective and reaches the correct eyes.

Learn more by downloading our free eBook: Building a Customer Experience-Focused Organization.

Clarabridge’s blog, Sentiments, helps businesses incorporate customer sentiment and feedback into their business strategy. Published by Clarabridge, Sentiments speaks to customer experience professionals, marketers, customer care leaders and anyone who wants to make informed, strategic decisions that delight customers. Follow Sentiments on Twitter @Clarabridge.