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This podcast outlines the essential elements of Customer Experience (CX) Governance for professional services firms. CX Pilots guides companies through a comprehensive process for establishing a CX Governance Cohort, a central decision-making body. They highlight the importance of clear CX strategy, defined roles and responsibilities, robust measurement, and an effective framework for communication and decision-making.
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This podcast outlines the essential elements of Customer Experience (CX) Governance for professional services firms. CX Pilots guides companies through a comprehensive process for establishing a CX Governance Cohort, a central decision-making body. They highlight the importance of clear CX strategy, defined roles and responsibilities, robust measurement, and an effective framework for communication and decision-making.
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The transcription discusses the importance of CX Governance, which aims to create consistent and reliable customer experiences. It emphasizes the need for a diverse team and includes skeptics to address practical challenges. The guide suggests defining clear goals and mapping the decision-making process to ensure customer centricity. It also highlights the importance of standards and measures of success in creating a customer-centric company. CX Governance is seen as a feedback loop that gathers insights from customers and uses them to improve and innovate. Breaking down silos and fostering collaboration among departments is key to successful CX Governance. All right, so we're diving into the CX Governance Guide today. Okay. And I gotta say, this thing is dense. Yeah. Like it's a lot to unpack. It's a beast. It's a beast. But I think buried in it somewhere are like the golden tickets to just like happier customers all around. Yeah. And a healthier bottom line. Absolutely. Let's get into it. Yeah, what I think is really fascinating about this whole CX Governance thing is that it takes all those warm, fuzzy feelings of like good customer experience, and it gives it a backbone. Like it's no longer just about like being nice, you know what I mean? Right. It's about building a system to deliver those wow moments reliably. So it's like building the customer happiness machine. Exactly. Sign me up. There you go. But really though, one thing I noticed in the guide, it mentions this phrase a lot. Yeah. Isolated Ad Hoc CX. What's the big deal with one-off efforts? Well think about it this way. You order takeout, right? Okay. And the food is just incredible. Best experience ever. Best experience ever. Right. But then the next three times, you order from the same place. It's just like whatever. It's just amazing. Yeah. And so it's those inconsistent experiences that erode trust over time. Okay. So CX Governance is about making sure that every interaction across every single department lives up to that same high standard. So no more roulette wheel of customer experience. You got it. I can get behind that. Yeah. And this is something that the guide stresses too. Building the right team is essential. Absolutely. And not just any team. We're talking about like a diverse, multi-level CX Governance cohort. Right. And I think for me, diversity on these teams, why is that so crucial? Well, you wouldn't want your marketing team to be made up of only marketing people, right? Like you need to have that blend of perspectives to truly understand how different departments are impacting the customer journey. Okay. That makes sense. Yeah. But, and maybe this is just me, but one of the things that it suggests is including skeptics on the team. Yes. That just feels a little bit like inviting your loudest critic to plan your birthday party. I see what you mean. You know what I mean. I get you. Like what's the strategy there? So there's a method to the madness here. Okay. So they often bring up practical challenges that you might miss otherwise. Oh. Okay. They keep your feet on the ground. Interesting. And they help you avoid solutions that sound amazing on paper, but then fall apart in reality. Right. Or they would derail your progress like way later down the line. Exactly. You'd rather address those concerns up front. That's true. Have them blow up later. Okay. So it's like proactively disarming the negativity bomb. Exactly. I like it. I like how you think how we structure teams in general. Right. This guide is full of surprises. Yeah. So we've got our dream team assembled. Now what? All right. So this is where the rubber meets the road. Okay. The guide lays out some really clear first steps. Wow. And it all starts with defining like crystal clear goals. Okay. For your CX governance cohort. Okay. And not just like in a vacuum. Right. So having leadership on board with these goals from the get go. Okay. Is absolutely critical. So we're not just slapping together a mission statement calling it a day. No, no, no, no. Okay. This is about embedding CX into the DNA of the company. Wow. If your goals don't resonate with the C-suite and have their full backing, you are setting yourself up for an uphill battle. It's like trying to build a house on a foundation of sand. Exactly. No thanks. Yeah. And it doesn't leave you hanging with setting goals either. Right. It dives into this whole thing about mapping the decision making ecosystem. Yeah. I gotta be honest. When I first read that. Yeah. That sounded a little intimidating. I hear you. You know what I mean? It sounds complex, but it's really not. Okay. Think of it like drawing a map of how decisions get made in your company. Okay. So let's say you're an online retailer. Okay. Right. Right. A seemingly small decision. Okay. Like how customer service handles a late delivery. Yep. Right. Can have ripple effects on customer loyalty. Right. And future purchases. Holy. So mapping that ecosystem helps you pinpoint these crucial decision points where CX can make or break the experience. Okay. That makes a lot more sense with a concrete example. There you go. So we're not just mapping out org charts. Right. We're tracing the flow of decisions that impact the customer experience. Precisely. Okay. It's about identifying those pressure points where you can inject a dose of customer centricity. I like it. So you've got your team. Okay. And you've got your roadmap. Right. The guide gets into the nitty gritty. Okay. The seven key areas of CX governance. Let's do it. And this is where things get really interesting. Okay. Yeah. Now I'm not going to lie. When I first saw this list, my eyes glazed over a bit. Standards. Measures of success. Yeah. It felt a little bit like corporate buzzword bingo. I hear you. But then reading further. Yeah. I realized these aren't just empty phrases. Right. These are like the strategic levers that we can pull to create a truly customer centric company. Absolutely. Take standards, for example. Okay. It's not about being restrictive. Okay. It's about creating consistency. Okay. Think of your favorite coffee shop. Okay. You probably keep going back there because you know exactly what to expect. Right. The same friendly barista. Yes. The same delicious latte every single time. Every time. That's the power of standards and action. You had me at latte. Right. But consistency builds trust. Exactly. It tells the customer, we've got this. Yes. You can rely on us. A hundred percent. Now let's talk about measures of success. Okay. Because what gets measured gets managed. It's like that old saying, you can't improve what you don't track. Exactly. But how do we even begin to measure something as subjective as customer experience? Well, that's where it gets tricky. Yeah. And why just focusing on vanity metrics, like customer satisfaction scores, is not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. 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It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. It's not going to work. Think of CX governance as this incredible feedback loop. You're gathering insights from your customers, you're analyzing them, and then you're using those insights to not just fix what's broken, but to come up with game-changing ideas and solutions. And it's not just about collecting data, it's about tapping into the collective intelligence of your entire organization. So instead of just putting out fires, we're using CX to light the way forward. Exactly. I like the sound of that. Yeah, 100%. And a big part of that is breaking down silos. Okay. Silos? Yeah. Those invisible walls that seem to exist in every company. It's so true. It's like, I swear, sometimes it feels like sales is speaking Klingon and customer service is responding in Elvish. Right. No one understands each other. And it's the customer who suffers in the end. Exactly. Right. And that's where CX governance can be such a game-changer. Okay. By uniting different departments. Okay. And when you have this shared mission of customer centricity, you start to break down those barriers and foster a culture of collaboration. It's like we're building bridges instead of walls this time. I love it. I like where this metaphor is going. There you go. But let's get out of the weeds for a sec. Yeah. At the end of the day, what does all this CX governance goodness mean for our listeners? It means that instead of just hoping for happy customers, they can architect it. Oh, okay. CX governance gives them a framework. Okay. To turn those one-off wins into repeatable, scalable, sustainable success. So no more crossing our fingers and hoping for the best. Exactly. Got it. It's about building a customer centric culture from the ground up. Okay. One where everyone from the CEO to the newest hire understands the importance of CX. Right. And is empowered to make a difference. That's huge. Yeah. That's a big deal. That actually reminds me of something else that the guide emphasized. And it was this idea of a journey-based approach to CX. Yes. Honestly, when I first read that, I was like, okay, what does that even mean? Sure. Is this a metaphor? Is this literal? Help me out here. Yeah. It's about shifting your perspective. Okay. Imagine instead of seeing each interaction with a customer as a transaction. You see it as part of their larger journey with your company. Okay. Think about planning a trip. Okay. You wouldn't just like book a flight and hope for the best. Right. No. Right. You'd map out the entire journey. Right. From transportation to accommodations. Right. To ensure a smooth and enjoyable experience. Right. It's the same principle. Okay. So it's about understanding the customer's journey from their point of view. Yes. And anticipating their needs at every step. 100%. Okay. That makes a lot more sense now. Good. So instead of just reacting to problems, we're proactively designing a better experience. Now you're getting it. Okay. Good. And the beauty of this approach is that when you exceed expectations at every turn, you create those wow moments. Right. That transform satisfied customers into loyal advocates. Who then tell their friends. Who tell their friends. Exactly. It's like word-of-mouth marketing on steroids. Precisely. But remember, while the guide offers a great framework, there's no one-size-fits-all solution. Right. And real magic happens when you tailor it to your specific industry, your company culture. Okay. And your customer's unique needs. So consider this your permission slip to get creative and experiment. There you go. Now before we wrap up, the guide ended on a thought-provoking question. Okay. I'd love to throw it out to our listeners. Hit me. What does a journey-based approach to CX look like for your company? Ooh, good one. What are the unique opportunities and challenges you face in your industry? Those are the million-dollar questions. Right. And the answers are going to be different for everyone. But by asking those questions, by really digging deep and understanding your customer's journeys. Yeah. You unlock the key to creating experiences that are not just good, but truly exceptional. This has been such an eye-opening deep dive. It has. We've gone from CX governance sounding like a corporate buzzword to feeling like the secret weapon. I love that. For building stronger customer relationships. And let's be honest, a more successful business. It's all connected. It is. And remember, this is a journey, not a destination. Okay. There's always more to learn. Right. More to improve. Yeah. And more ways to delight your customers. I like it. All right. So we hope this deep dive has given you the insights and the inspiration to take your CX game to the next level. Yes. Until next time, keep those customers happy.
