How does technology support the CX core competencies?
With the recent release of the Temkin Group report, The Four CX Core Competencies, I started thinking about how technology could be applied to strengthen and support these competencies. If you haven’t read the report (or at least the executive summary), I strongly recommend that you do, but even if not, you’ll still see some value in understanding how technology plays a critical role in running a customer-centric company.
According to the Temkin Group, the four core competencies of customer experience are:
- Purposeful Leadership: Operate consistently with a clear set of values.
- Compelling Brand Values: Deliver on your brand promises to customers.
- Employee Engagement: Align employees with the goals of the organization.
- Customer Connectedness: Infuse customer insight across the organization.
It would be impossible these days to be a CX leader without the right technology solutions automating and supporting key interactions (both customer-facing and behind-the-scenes), but it’s particularly interesting to see how technology aligns with these indispensable CX competencies and makes it easier to perform well in each area.
Competency 1: Purposeful Leadership
It’s a well-known notion among Tech companies that if the boss doesn’t use the system, then the team won’t either. I think back to the earlier days of CRM when companies were just beginning to make salespeople transition from random files (or pen and paper!) to storing pipeline status and deal info in a centralized system. It never mattered how hard the Sales VP pounded his fist on the desk and demanded that the reps use the CRM system. Only until he started running reports exclusively from there (i.e., if the deal isn’t in CRM, it doesn’t exist), did the salespeople start scrambling to get credit for what they were working on.
The C-suite and other managers must adopt and rely on the same systems that employees use day-to-day in order to share a consistent internal experience, which of course, then drives a more consistent external (customer) experience. Across the leadership team, solutions should be assessed based on opportunities for cross-department collaboration and connection to drive greater visibility and ability to deliver superior customer experience.
Competency 2: Compelling Brand Values
Communicating brand values enhances both customer and employee experience. Using technology to do it simply makes it easier and more consistent. As the Temkin report says, “A successful brand emphasizes the mission of the company and aligns employees and customers around a common purpose. The brand is what employees and leaders truly believe their company stands for.” By using web, email, social, and other technology channels to drive home the message, a company can rally its employees and customers around that mission and help deliver on the promises.
Community portals like CommunityMotivate can bring forth both employee and customer input and insights. For some inspiring examples of how technology can help promote your brand values and massively increase customer engagement, see this list of exceptional examples of brand communities and note that our customer, Sony Playstation, ranks number two in the list for its highly innovative gamer community, which is fueled by customer-generated content.
Competency 3: Employee Engagement
More and more companies are realizing the importance of proactively growing and measuring employee engagement. A burgeoning number of reports show that an engaged employee population has one of the most profound effects on creating an engaged customer population. Technology is at the heart of employee engagement programs in formats such as online learning and training, which keep people informed and evolving in their work functions. Employee satisfaction surveys are now as critical as customer satisfaction surveys. Also, companies are leveraging creative ways to gamify the workplace and utilize proven digital motivation tactics to increase engagement and performance via healthy competition, public recognition, and other drivers.
Competency 4: Customer Connectedness
One of the most effective ways that technology can help “infuse customer insight across the organization” is the combination of an enterprise feedback platform and CRM (most likely Salesforce with our users). The feedback solution allows you to collect the insights via surveys, call scripts, and other online forms, while the CRM solution serves as the central storage place for this and other valuable customer data.
The most powerful “connector” though is not the survey itself, however; it’s the action taken on the survey responses. By empowering service agents and other staff to see and respond directly to customer feedback, you enhance the customer’s connection to your company in a personal and meaningful way. More broadly, by using customer input to drive product and service changes (and communicating that you did), the connection between “them” and “you” is fused in a mutually beneficial cycle of asking and acting.