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Insights Utilization Rate is a new phrase I’ve coined to represent how well your enterprise is absorbing, adopting, and acting on insights about customers (CX), partners (PX), and employees (EX). You rely on these 3 groups to run your business! Customers fund your budgets and salaries, and employees and partners create and deliver value to customers, which in turn, generates value for investors. This is why I see experience management as concentric circles, with EX at the center, leading to PX, and then CX as the over-arching circle to guide your entire business, all aimed at maximizing lifetime value.

If your CX data is used primarily for touchpoint management, you’re leaving a LOT of money on the table.

CX ROI is dragged down or lifted up by the rest of your enterprise essentially flying blind. Non-customer-facing groups set policies, standards, and processes for culture, value generation, spending, and coordination.

Without CX, PX, and EX insights informing everyone’s thinking and actions, experience management is like the tail wagging the dog.

Use of CX, PX, and EX insights does NOT add extraneous tasks to employees’ plates. Instead, experience insights should stimulate “tweaking” of what they’re already doing. When you translate insights to each employee group’s lingo, routines, and “what’s in it for me”, they’ll see experience insights as a guide for staying modern, minimizing waste, and increasing value. You do not need your internal audience to learn NPS lingo and so forth — you just need to show them what they can do about experience insights.

Self-service VoC is unrealistic: a few work groups in your firm might take initiative to act on voice-of-the-customer reports, but nearly every group needs the CX team to show them how, follow-up to keep them on-track, and celebrate their progress. In fact, your CX team can generate exponential value by working through all groups who contribute to customers’ headaches and create value for customers. This means 100% of work groups!

While CS work (service, success) is 80% focused on customer touchpoints, CX work is 80% focused on outside-in companywide.

To calculate your Insights Utilization Rate, count the number of potential uses of CX, EX, and PX insights in a category for the denominator, and the number of high-quality uses in that category for the numerator. For example, if you have 10 business units, and 5 of them are using CX insights earnestly, then the ratio of 5/10 is your Insights Utilization Rate: 50%.

See my new article What’s Your Insights Utilization Rate? 24 Ways to Boost 2024 CX ROI for these 24 definitions:

Organizations' Insights Use

1. Product Teams 
2. Account Teams 
3. Support Functions 
4. Senior Leadership Team

Growth's Insights Use

1. Product / Service Development 
2. Market / Business Development 
3. Pricing / Business Models 
4. Mergers / Acquisitions / Partnerships

Efficiency's Insight Use

1. Digitalization 
2. Process Management 
3. Cost Containment 
4. Performance Monitoring

Business Management's Insights Use

1. Strategies / Charters / Roles 
2. Recognition / Rewards / Compensation 
3. Agendas / Reviews / Approvals 
4. Onboarding / Training / Succession 

Experience Management's Insights Use

1. Employee Experience
2. Partner Experience 
3. Customer Experience
4. Investor Experience 

Allies' Insights Use

1. Alliances
2. Partners 
3. Agencies 
4. Suppliers 

Wondering how realistic it is to instill strong insights utilization rates across these 24 vital needs? True story: I've already made this happen when I led companywide CX. No worries: learn how to make this a reality for your business / government / nonprofit in 2024 by attending our CX Leader Mastermind sessions, only 90 minutes per week. 

DM me! I'd love to hear about your unique situation, and get you started.

#2024