CX projects with clear objectives are more likely to succeed. Following on from Monday's post, the grid also reveals the surprising breadth of value creating objectives CX teams can pursue:

1. Better alignment with customer beliefs and values
2. Increased utility
3. Lower adoption barriers
4. Superior delivery of category basics
5. Better localization
6. Reduced choice paralysis (inc. educating the customer on how to choose)
7. Added value to the product or service
8. Stronger brand appeal
9. Increased pricing power
10. Greater purchase frequency or quantity
11. Increased social capital (customer and supplier goodwill)
12. Lower fixed and variable costs (through improved self-service, reduced complaints, etc.)
13. Higher awareness, remarkability or positive word of mouth
14. Increased conversion / acquisition
15. Reduced churn
16. Setting new standards others must follow
17. Improved working capital / cashflow
18. More efficient operations

Here's what to do:

Start by selecting specific objectives from the list above, based on your business's challenges, opportunities or strategy.

Determine how CX improvements might help you achieve them.

Choose objective-specific metrics that can demonstrate your progress (where possible).

Get to work! :)

See this post on LinkedIn