Should customer experience efforts be implemented Speed-Based or Fact-Based? This is a key question the customer experience leader needs to get executives to answer. The potential negative impact of not getting this question answered was clear to me when I was contacted by a large financial services company.
Speed and Fact in conflict
This financial services company had established a customer experience team with the charge to make the organization more customer-centric. In the team’s assessment it became clear that there was an enormous amount of low-hanging fruit that could be addressed and that would positively impact customer experiences.
As a result, the customer experience team had attempted to implement speed-based – tackling low-hanging fruit as quickly as possible. Yet as they attempted to move their initiatives forward, they faced an enormous amount of internal resistance. This financial services organization was at its culture, fact-based. It was full of actuaries and analysts who demanded to know the factual basis for this team’s proposed efforts. This organization only implemented based on facts.
Without getting executive leadership to answer how best to implement, the CEM team ended up bucking the natural culture of the organization. They really didn’t have a defense when asked why they wanted to move ahead without conducting thorough research with a high degree of confidence. It was obvious to them what needed to be done, but obvious didn’t fly in this organization. Had they been given executive charge to implement speed-based, they would have been in a position to constructively deal with the internal resistance they encountered.
The fact or speed-based decision needs to be made early as the choice dramatically impacts the CEM Plan and design of the initial CEM team/organization. Keys to the fact/speed decision include:
Truth: Fact-based implementations require enormous patience on behalf of executives.
Remember, to your customers, you are your touchpoints.
This post an excerpt from my book, TOUCHPOiNT POWER! Get & Keep More Customers, Touchpoint by Touchpoint (William Henry Publishing, 2013), an Amazon international top 10 customer service best-seller. For information and to order, visit TouchpointPower.com or view the TOUCHPOiNT POWER! listing on Amazon.
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