CX Summer Series #1: Aligning your CX Program to Business Outcomes


Chris Brown

Chris Brown

Author Bio


Author Bio

CX Summer Series #1: Aligning your CX Program to Business Outcomes

7 years ago, I was lucky enough to have the opportunity to speak at the SE Asia CX Summit in Singapore. During the 2-day event one of the recurring themes from nearly all speakers was the inability of CX program to clearly show a return on investment. If I remember correctly, I even used a picture of a giant angora rabbit (look them up… ahh!) as a way of representing CX practitioners!! Lovely, fluffy, nice, warm feelings, etc. etc. and then contrasted that with the lean, mean CFO fox who was solely interested in the numbers. I am not quite sure whether the analogy worked, but the message that I was trying to get across then (7 years ago) still seems to be remarkably relevant today: CX programs continue to struggle to clearly show a return on investment.

We all know that great customer experience (and employee experience!) will drive business outcomes… but “knowing” it is very different to “showing” it! The challenge remains: we need to be able to show the return on the investment made in every CX program and activity.

At Forsta we approach the design of all new CX programs from the business perspective.

We look at the objectives of the business first, understand what the organisation is trying to achieve… and overlay those objectives onto the program activities before we start any implementation. We look at how the business delivers their financial metrics, what terminology is used, what data is required, the calculations that need to be done and the reporting cycles that the organisation needs to meet.

We also put a huge focus on what actions need to be taken to deliver the required outcomes. Who takes this action, what information do they need to take the action and how do they want to receive the notification of these impending actions.

Having this understanding from the start provides a significantly different perspective for the CX program team when it comes to building out a CX program. Each activity is designed to ensure that it contributes to a specific business objective, and that it can align to a relevant operational or financial metric. No longer is the focus on a CX metric, or score… but on building a CX program that delivers great customer experiences, achieves the right business outcomes and shows the relevant return on investment.

Over the next few weeks we shall be running a short blog series talking about a number of business use cases that we regularly come across: and how a CX program, correctly designed and implemented, can contribute to delivering the right business outcomes for your organisation.