Synopsis. Operationalizing the voice of the customer (VoC) is a core attribute for companies striving to become Customer Excellence Enterprises (CXEs). This means integrating VoC insights into every aspect of the business, from strategy and product development to day-to-day operations. Through the ongoing workflow of listening across channels, analyzing, making sense of, and acting on customer feedback in near real-time offers the opportunity to not only align propositions, messaging, and offerings with customer expectations but also to derisk the revenue leakage that comes from customer churn. To learn more order “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life” at all major booksellers.

CASE-IN-POINT: When Touchpoints Become Painpoints, it’s Time for a Muda, Mura, and Muri Intervention REFERENCE: “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life”| Operational (OPS) Bold Move #11: Mitigate Systemic Deviations

An excerpt from a full article originally published with the Broad College of Business, Michigan State University, this article explores a transformative approach to customer experience ROI and value, positioning it not only as a catalyst for growth but also as a safeguard for a company's most valuable assets—its customers. Through the integration and symbiotic relationship between the Earned Growth Rate (EGR) metric with the Customer Value-at-Risk (CVaR) metric, the framework provides a holistic method for evaluating customer experience and related Customer Excellence investments.

CASE-IN-POINT: Salesforce, CX Strategy, Brand Strategy, Business Model Innovation, Commercial Model Innovation BOLD MOVE: Commercial (COM) Bold Move #2: Make the Experience the Proposition EXPERIENTIAL FACTOR(S): Transparency, Seamlessness, Personalization, Surprise

Synopsis. Return on investment and value aren’t the same thing— ROI is a calculation, and articulating value is a conversation. Through the integration of customer experience management with customer success, customer engagement, and customer care into the new unifying discipline of Customer Excellence, a new financial “Why” for CX emerges in the form of a multi-faceted financial Value Narrative. Collectively, in concert with marketing and sales, these functions ensure that newly acquired customers not only achieve their desired outcomes and maximize value realization but also ensure that companies can break even and deliver profitable returns relative to their initial acquisition investments.

Synopsis. Orchestrating front-of-house customer-facing assets with back-of-house operations is critical for delivering seamless, exceptional experiences in a complex omnichannel world. In “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life”, we call this CXE Operational (OPS) Bold Move #3: Orchestrate the Front- and Back-of-House.