How to impress leadership with your CX program’s impact

Published on Jul 27, 2023

<span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text" >How to impress leadership with your CX program’s impact</span>

According to Forrester, 60% of companies are unable to measure their customer experience (CX) program’s ROI or are dissatisfied with their results.

This doesn’t bode well for that upcoming CX strategy budget review!

But it doesn’t have to be that way. In this post we’re going to lay out how best to show the impact of your CX program to gain leadership’s support.

Develop competitor benchmarking and performance reports

One of the most valuable points to evaluate is how your customers perceive you compared to your competitors.

The best CX programs provide you with a deeper understanding of:

Customer experience performance:
See how your brand stacks up relative to competitors on key customer experience metrics (such as overall satisfaction, value, ease of shopping) so you can understand your brand’s competitive edge and identify growth opportunities.

Purchase funnel metrics:
Understand your customer acquisition performance (from awareness to purchase) relative to the competition to identify priorities of your brand health.

Brand and category usage:
Use brand and category purchase behaviors to measure visit and wallet share for your brand and the competition, providing insight into historical performance so you can protect and grow your share moving forward.

Loyalty (NPS and actual return) metrics:
Identify how individual experiences impact actual return cycles to understand where you’re driving long-term loyalty, affecting visit frequency, or influencing customer churn.

But insights on their own will not deliver the business impact leadership expects. To really get the higher ups on board, you’ve got to dive even deeper.

Connect data to action to gain traction

– Connecting Measurement + Meaning is The Challenge –

For most companies, collecting customer data and feedback is already a significant challenge.

But to then not be able to derive meaning from the data they do collect? That's where they really start to hit a wall.

The critical gap many companies experience lies in the disconnect between data and action. In order to gain leadership’s support, companies must be able to connect data-driven insights to bumps in performance.

While it’s helpful to have all the competitive benchmark data above, if companies aren’t able to guide their frontline teams to improve those figures, impact reports might look bleak.

Analyzing data to determine exactly what frontline actions to take as a result of it is where the true value lies.

– Software with a Service is the Solution –

This is where human-level analysis and guidance becomes a necessary complement to software.

When companies concentrate their efforts on CX data collection and expect their software to derive meaning from it, disappointment often follows.

While DIY CX programs have gained popularity in recent years, a software as a service (SaaS)-only approach is going to put unneeded pressure on your team to demonstrate the impact your CX program is having on the business.

Prove true business impact

While a lot goes into managing a successful CX program, the outcome leadership cares most about is often quite simple: showing how your efforts deliver meaningful business impact.

By providing our clients with meaningful insights and a plan of action for frontline teams, we’ve been able to connect their CX strategies to desired business outcomes.