December. That time of year when thoughts turn to holiday gatherings and unused PTO (paid time off). It's also that period when New Year's predictions articles accumulate like scraps of wrapping paper on Christmas morning. So with this in mind, here's the number one priority for customer experience leaders in 2015.Execution.
As John Kottcamp, chief marketing technologist at Tahzoo recently shared with me, "we all get the criticality of understanding customer experience and that the customer is in charge now. What executives want to know is how I do it to get the payoff."
A good starting point for CMOs and marketing leaders is by aligning marketing goals with the company's business strategies. If the company's top goal for 2015 is to grow its customer base (or to improve customer retention), marketing leaders need to ensure that marketing efforts are orchestrated with business objectives, says Kottcamp.
Another valuable tool for executing on customer experience efforts that many companies under-utilize are customer journey maps. "What I don't see a lot of marketers doing is using journey mapping to determine which touchpoints are working well or not and whether the touchpoint is working from the consumer's standpoint and from the business standpoint," says Kottcamp.
Of course, there are other facets of customer experience execution that organizational leaders should be looking at. These include ensuring that employees are truly empowered to satisfy customers when it matters most.
Another critical component to effective execution is the ability to properly correlate the impact of customer experience on business performance and how this can and should be used to by senior management to guide future investment decisions.
As Kottcamp stated earlier, we all get the importance of delivering great customer experiences. Now it's time to customer experience leaders to get the job done.