运营CX:提供卓越的Omnichannel体验的组织策略

在今天的快速和相互关联的世界中,消费者预计与各种渠道和产品跨越公司的顺利,联合国互动。对高质量客户旅程的需求为组织创造了业务挑战。Broad-scope user experience, commonly referred to as customer experience (CX), goes beyond traditional, interaction-level user experience and seeks to design good, cohesive, and connected customer journeys, but this discipline cannot simply be stacked upon a company’s existing infrastructure, strategy, and internal practices. For CX work to thrive at scale, beyond one-off initiatives, companies must develop a supporting operational ecosystem that allows for quick reaction to customer needs. Creating this ecosystem requires organizations to transform their internal operations to resolve challenges that legacy business practices impose on CX-related business goals.

142页报告为我们的ux从业者的观众提供了指导,他们可能已经在其组织内拥有成熟的UX练习,并寻求扩大他们的经验设计工作,在他们的业务中运营它,并以规模提供高质量的客户旅程。该报告提供了一个高级框架,用于指导组织朝着运营CX工作。

本报告是基于的20次深入访谈with customer-experience leaders across many industries and in varying roles, including executives, directors, and consultants. It synthesizes insights obtained from these interviews, along with themes from a large-scale literature review of research and resources relevant to these challenges and the ways organizations seek to resolve them. The report also includes29例研究强调团队如何通过开发CX计划,文化计划,新团队和员工结构以及更多的作品。许多人是成功的故事,展示了有效的策略,导致成熟的CX操作。有些人从努力没有效力的团队中吸取教训。

最佳ics

  • 客户体验的状态
    • 最佳challenges organizations see
  • CX转换的案例以运行CX工作
  • 建立利益相关者买入for large-scale change
  • CX转型的框架
    • Key organizational focus areas
    • 4用于开发CX程序的构建块
  • Laying out the foundation for CX transformation
    • 建立利益相关者买入
    • Establishing guiding values and principles
    • 定义可实现的战略和愿景
    • 预测CX转换和CX倡议的投资回报率
    • 识别正确的试点项目,为更大的变化铺平道路
  • 支持CX操作的工作结构
    • 团队和角色
      • 建立交叉功能网络
  • CX运行过程和方法
    • 旅程管理
    • 客户聆听和洞察管理计划
    • 治理策略
  • Supporting tools and technology
    • 自定义er-data structures
    • Journey-analytics tools
    • 客户数据管理工具
    • 追踪和分发的指标
  • 创造共同责任的文化
    • 制定创建公司文化的方案和实践,以策略提供策略

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