Having the right numbers is critical. But CEOs are human too, so you should also strive to get them to take CX personally.
One technique that can really help is to set up a Customer Room and get senior management to hold meetings there. Keep CX top of mind by including not just common metrics like NPS, churn rates and so on, but also journey maps, customer stories, social media feeds, videos and more.
Still, there’s really no substitute for actually spending time with customers, and with employees who serve customers.
Chip Bell of Chip Bell Group:
“You can pretend to care,” wrote Tex Bender, “but you cannot pretend to be there.” The key action is to spend time with customers and with the people directly serving customers.
Continually citing examples of Disney, Amazon et al to try and convince senior leaders to become personally engaged in CX is not an effective strategy – nor is regularly evangelising about CX and repeating theory over and over again. In my experiences, there are a number of things that CX professionals need to consider when trying to engage senior leaders – and they are not complicated. Get them to TALK about experiences of their own as consumers, and … experience the customer and employee experiences for themselves.
Erich Dietz of InMoment:
The customer must be present in all decisions and discussions, regardless if they are about product, finance, operations, marketing, HR, etc. I mean that both figuratively and literally. Not only in all internal company communications, but to the point of having leaders actually sit down with the customers that buy their products or services over a meal. Consistently humanizing the customer in the eyes of leadership and the employee base is critical to long term success.
Jeanne Bliss of CustomerBliss:
When I worked at really large companies, we’d find a leader of a country and would work with them on embedding this stuff and showing it in a more closed environment, if you will, and work it through. You go back and you can present that information, show the results and show what happened. Their people are happier. Sometimes that works, sometimes it doesn’t, but we find that when you’ve got a frustrated CCO, finding an early adopter can help.