As I finished reading the chapter, what came to mind was a quote by Henry Mintzberg - "Strategy is not the consequence of planning, but the opposite; it’s the starting point." This certainly applies to the CX realm as well. Without a well-defined strategic roadmap, CX programs may not yield the results expected by CX leaders or move in the direction intended by business leaders. CX strategy--like a strategy for business or any other program--is the starting point that enables you to map out your CX program’s journey to success.
The CX Book of Knowledge’s chapter on CX Strategy is a rich and comprehensive compilation of the “why” behind defining the strategy, how to define it, how to align it with the broader goals and objectives of the company, and the path to creating a strategic communication plan. It outlines the context behind strategy--explaining the definition, history, and significance--and distinguishes overarching business strategy from CX strategy. For those of us who are new to Customer Experience Management or who simply want a refresher, this text serves as a crash course in the basic understanding of strategy and its application.
Followed by the ‘what’ and ‘why’, is the ‘how’. The chapter lays down the groundwork of ensuring the knowledge is tailored to the audience. Based on how your CX team may be structured and the type of behavior it exhibits, the book guides you on how to define strategy, the tools and frameworks that may come in handy, the best practices you can lean on, and the resources you can use. Finally, for the stakeholder engagement and communication plan, there are lists of stakeholders you need to keep in mind before you delve into the nitty-gritty of creating one for your CX program.
Some of the areas that stood out for me that I believe other CX professionals can benefit from are:
1. Frameworks: The chapter (as well as the entire book) has practical examples of tools, frameworks, and methodologies that can be implemented easily in your CX program. From organizational strategy implementation and quality management frameworks to communication and stakeholder management plans, the book clearly outlines ways to translate theoretical knowledge into practical infrastructure. Within the communication plan section, what interested me most was the breakdown of audiences into internal and external and details about each communication piece being tailored to the right audience.
2. Best Practices: We as CX pros recognize the value of industry best practices to ensure our programs are adhering to the most innovative approaches and time-tested principles to yield better business outcomes. If you’re interested in getting a comprehensive list of best practices, look no further. The chapter outlines a plethora of best practices that will come in handy to a CX pro looking to understand customer needs and conducting root cause analysis to drive continuous improvement. Some of these best practices include the Kano Model, Herzberg's Two-Factor Theory, and Triple Bottom Line among others. The chapter focuses on how segmentation and persona building can help streamline your CX and the use of Design Thinking principles to create CX initiatives.
3. Step-by-step guide: Whether you’re a professional in a Fortune 500 company with a well-structured CX team, or the sole individual leading your company’s CX effort or a team of CX pros at a start-up thinking of building a CX function, this chapter will guide on how to go about implementing a strategic roadmap to achieve that goal. The detailed level of instructions, myriad resources you can lean on, extensive research, and advice can benefit any CX professional trying to build a world-class CX program. The knowledge is transferrable across industries and can be applied to organizations irrespective of their size or function.
Take your time and when you’re ready, dive into the CX Book of Knowledge to learn more about what the world of CX has to offer.
Shruti Chopra, CCXP is a winner of CXPA's 2022 Emerging Leader Awards. The first edition of CXPA's Book of Knowledge is available for free online reading to CXPA members at www.cxbookstore.com. Not a member? Learn more and join today.