THE THREE P’S OF SUCCESSFUL CX TRANSFORMATIONS

Marketers who want to improve their organisation's customer experience face the challenge of deciding where to start.

If you are the type of person who likes to muck in and get things done, there's a temptation to grab the first thing you see and make it better. Maybe the catalogues are well out of date and missing products, the email newsletter is boring or the case study section of the website still says 'coming soon'. So many things need doing.

Or if you're the big picture thinker, the temptation is to start by stepping back and building a plan for the entire experience across all channels. So many things need to be planned out.

The question is "when you're embarking on CX transformation, which approach is right?"

The answer is neither and both. The right approach is a mixture of the two - a focus on getting quick results that build towards a bigger picture experience goal.

Enter the three P's of CX transformation projects - perform, then promote, to get permission.

The order of the three P's is important. If you try to seek permission first, with a detailed business case, you're unlikely to get it. If you try to promote your ideas before you can show tangible results, you won't be taken seriously, and could even be shut down.

Find something you can do that's going to impact the organisation in a measurable way. Do it well and do it quickly. Perform.

Show your results to the right people. Show your manager first to allow them to get on board, but if you've got good results, don't be afraid to go well above them. Promote.

Performance, well promoted, wins permission to keep going. Once you've found the leader or leaders who are like your results, give them a vision of what you can do next and ask for their support.