One of the reasons CX programs often struggle to deliver real-world results is because they don’t prioritize opportunities effectively.

We all have limited resources — time, money, and people — so have no choice but to prioritize the things that matter most, but how do we do that? 

There are five components to effective prioritization that you should work through sequentially:

1. The business strategy or ambition.
If an opportunity isn’t clearly aligned to what you’re trying to achieve as a company or your growth strategy it is not a priority, even if it's a good idea. 

2. The customer.
Not all customers are created equal. Some will have greater growth potential, influence, desirability, etc. Opportunities need to be aligned to the customers that matter most. 

3. The usage scenario.
Every customer finds themselves in a scenario when they interact with a business. For example, “I’ve been mugged and I’m reporting my card stolen” or “I’m booking a business flight”. These scenarios vary in frequency of occurrence, volume of customers they apply to, and importance, and must be prioritized.

4. The specific interactions or journey stages.
A scenario plays out over a continuum of interactions or a customer journey. There will be certain stages of that journey that offer greater potential for improvement than others.

5. The specific interventions.
As our analysis proceeds we will identify many possible solutions or opportunities that have different costs and benefits. This is our final means of prioritization.

Work through these five steps and you’ll always be working on those things that create the greatest value for both the customers and the business. It’s a win:win. Make it up as you go along and you’ll flail then fail. 

More on this in The Leader’s Guide to Customer Experience! Link in the comments.

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