Building Executive Buy-In for CX: Lessons from Dallas


Beth Magee

Beth Magee

Author Bio

Senior Marketing Director


Author Bio

This past week, we held a Customer Experience (CX) seminar in Dallas that focused on Creating and Maintaining Executive Buy-In for CX. This is a hot topic in our industry, especially as we're hearing more stories about Voice of the Customer (VoC) programs losing funding because early wins never came to fruition, or they weren’t celebrated loudly enough within the organization. CX professionals also struggle to get exec buy-in and if you don’t have that from the outset, your up-hill battle becomes a trek up Mount Everest.

In our seminar, we took time to discuss the preparation that needs to take place before you launch your VoC program to ensure you have executive support, engagement from all employees in the organization and know how to capitalize on the quick wins to maintain momentum. Below I’ve summarized some of the key learnings from our speakers Diane Magers, CEO, CXPA, Kari Michelson, Global CX Lead, MoneyGram International, and Roberta O’Keith, Director, CEM, Confirmit.

1)      Don’t get too bogged down in the tactical elements of setting up and running your program. Pick your head up often and show results early, even if you’re just sharing data that wasn’t available before.

2)      Plan your desired Customer Experience before launching your survey, otherwise you won’t know what to take action on to fix or adjust.

3)      All employees in the company have a role in CX. It is your job as a CX professional to help them understand the impact they have on the experience.

4)      Create a process where all new projects in the organization are evaluated based on the impact it will have on the customer. Many projects may create internal efficiencies but unwittingly result in a more complex process for the end customer.

5)      Start thinking about your customers’ experience as their process that your company is trying to fit into, not the other way around.

6)      Enable your execs to realize the need for CX on their own and make it their idea to create long term buy-in. This can be done by engaging them in activities that will encourage them to come to the right conclusion on their own.

  1.        Use questioning to identify gaps in the definition of CX and the top priorities for the company
  2.        Conduct listening exercises that give execs exposure to customer interactions with your company
  3.        Ask execs to go out and experience the interaction with your company as a customer. That will be a real eye opener!

I hope that these takeaways will help get you thinking about how to shift your approach with the execs in your company. I also look forward to hearing more from our speakers; they clearly have a lot of great information to share that we all can learn from.

If you’d like to hear from CX practitioners and experts at one of our upcoming events, take a look at our events page.

 

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