Evidence from the past three years has made one thing about CX clear: organisations that offer the best customer experience constantly check and reset. They re-evaluate themselves, the promises they make, the touchpoint experiences they provide, the consistency of their interactions, and the things they need to measure and change.
The reason is simple: every aspect of a business must change and flex in anticipation of, or response to, innovation, changing business models or market conditions. As we’ve seen in stark reality since 2020, extraordinary and unforeseen events can cause unprecedented upheaval that can turn customer journeys on their heads and have a huge impact upon an organisation’s ability to deliver products and services.
As the diagram shows, CX measurement programmes need regular review and assessment to check the relevance and fairness of their approach in order to adapt to change.
To do this, there are some simple yet critical questions organisations must ask themselves:
- Where is your organisation on the CX maturity scale? This can be assessed and measured through a series of steps based on our unique approach. Read our guide on CX Maturity and the path to Customer Centricity to find out more.
- Where are the gaps in your internal and external view? This can be understood in more detail by reading our Promises, expectation and how to avoid the CX Gap guide
- How easy are you to do business with? This is where the external view of your organisation is essential. How to do this is explained in our guide on Putting CX Measurement and metrics under the spotlight.
Those that ensure they are gathering the right information, and who constantly check where they stand on the CX maturity scale, will be best placed to inform and achieve true customer centricity throughout their organisation in the longer term.
Want to talk about your CX maturity, or what challenges your organisation is having in trying to take a holistic approach to CX? Talk to us today.