This document discusses tips for avoiding common pitfalls in customer experience programs. It identifies that less than 1/3 of CX programs are delivering what CEOs demand. The document then outlines 5 tips to avoid becoming "roadkill" on the CX journey: 1) Create and prove value by tying CX efforts to business metrics and outcomes. 2) Infuse CX into all aspects of the organization. 3) Organize for success with dedicated leadership and cross-functional teams. 4) Leverage the voice of the customer through listening strategies. 5) Empower employees and align them with the CX vision.

1. © 2018 InMoment, Inc.
A n dr ew P ar k
V P , C u s t o m e r E x p e r i e n c e S t r a t e g y , I n M o m e n t
How to Avoid
Becoming Roadkill
on Your Customer
Experience Journey

2. Don’t Let This Happen
to Your CX Efforts

3. Meet Andrew
• VP, Customer Experience Strategy @ InMoment
• 6+ years in deploying and implementing CX
programs
• 5+ years in consulting and architecting CX
strategy for global Fortune 1000 companies
• CCXP Certified

4. Why CX Programs Are Stalling
Less than 1/3 are delivering what
CEOs demand
Only 7% of CX initiatives have created
competitive differentiation
Only 23% have realized tangible benefits

5. Building a Strategy
That Works
• What are the critical components?
• How to begin?
• Where to begin?
• What are best-in-class brands doing?

6. One Size Does
Not Fit All
• More than selecting CX intelligence technology
• Multifaceted, multiphase, complex
• Requires people, processes, culture, technology,
analysis, tracking, and action
• Identify the purpose
• Understand the challenges

7. 5 Tips to Avoid Becoming Roadkill
Create and Prove Value
Infuse CX in Everything
Organize for Success
Leverage the Voice of Customer
Empower Employees

8. #1 Create and Prove Value
Tie Your CX Efforts to Business-Wide
KPIs and Financial Results

9. Here’s How:
• Define CX KPIs That Drive Business Outcomes
• Establish Linkage to Financial Performance
• Prioritize Journeys Based on Business Impact
• Define How You Analyze Success

10. #2 Infuse CX in Everything
Make Customer Experience a Way of
Life Within Your Brand

11. Here’s How:
• State Your Vision
• Engage Leadership
• Infuse Throughout Hiring, Training, and Coaching
• Craft and Maintain the Right Environment
• Communicate (Internal + External)

12. #3 Organize for Success
Shift to Fit and Flex With Emerging
Trends and Needs

13. Here’s How:
• Assign Dedicated CX Leadership
• Institute Cross-Functional Governance
• Implement Necessary Infrastructure and Resources
• Understand Both Customer and Employee Journeys

14. #4 Leverage the
Both How and Where You Listen
Should Be Purposeful
Voice of Customer

15. Here’s How:
• Gather a Baseline Understanding of Customer Perceptions
• Utilize a Holistic Listening Strategy
• Deploy Listening Posts at Prioritized Touch Points
• Collect De-silo Contextual Data

16. #5 Empower Employees
Ensure Employees Are Aligned With
Your CX Vision and Goals

17. Here’s How:
• Link Each Employee’s Role and Actions to CX Success
• Give Your Employees a Voice
• Link Employee Engagement Program to CX Initiatives
• Empower Employees to Act on Behalf of the Customer

18. Taking the Next (or First) Step
Don’t Seek Perfection: Execute the Strategy You Have
Now Continually Refine + Adjust on the Fly Take Pride in
Incremental Achievements.

19. Download the
White Paper
www.inmoment.com/cxstrategy
Customer Experience Strategy:
How to Plot a Sustainable Path to
Customer Centricity