You may be familiar with the 5 competencies of the Certified Customer Experience Professional credential: (1) VoC & Intelligence, (2) Metrics & Analytics, (3) Design & Improvement, (4) Culture & Accountability, and (5) Operationalized Strategy.
These competencies are universal for B2C, B2B, NGO, government and freelance entities. Indeed, retail tactics will differ from B2B tactics, and the same is true for other entity types. However, the principles of these 5 competencies do not differ by sector or industry. In fact, the principles of these CX competencies are equally universal to EX and PX.
This realization of universal principles has huge ramifications. Rather than making survey scores the focus of your benchmarking, compare CX, EX and PX approaches to the universal principles in your benchmarking:
- Why are your internal CX, EX & PX groups pursuing specific approaches for each of these 5 competencies?
- How does the recipient’s experience differ for the various approaches in use?
- Based on your answers to these 2 questions, what should you stop, adapt and adopt for improved CX, EX & PX practices?
- What are your partners and business customers doing for CX, EX & PX, and why?
- What are groups outside of your industry doing for CX, EX & PX, and why?
Notice that this list begins with “why”. As Simon Sinek advocates: always start with why. Discovering why something is done or not done reveals motives, goals, challenges, and workarounds. Starting with why prevents copying things blindly. It clarifies assumptions, improves benchmarking, and informs your thought process for your own decisions.
Discovering your own partners’ and customers’ CX+EX+PX approaches will enlighten decisions for harmony and consistency. Trust and relationship strength depend upon consistency across time, places, channels, products, people, and business models for your brand.
Exploring other industries’ approaches will help you innovate your CX+EX+PX practices. Your goal is not to match your industry’s performance, but to break through industry norms for sustainable differentiation and rewards. This is a key to high ROI in CX+EX+PX.
NOTE: These are great lessons from CX that can be applied to EX and PX. To see great lessons from EX and PX that can be applied to CX, see my original article, How to Cross-Pollinate Customer Experience, Employee Experience, and Partner Experience Growth and my recent mini webinar: PX + CX + EX Cross-Pollination.