Don't underestimate the power of a CX Vision

Developing your CX vision is a process. You don't just decide, that this is the vision because you say so.

If you want to inspire your teams to create a better experience, you need a vision with priorities that guide teams toward the right outcomes.

Do you want customers to feel that you’re the easiest company to work with?

Do you want them to feel you’re the most trustworthy, or flexible, or efficient?

These are great – but you can’t be all things to all people. You need to choose.

You need to understand the current state of the experience, as well as customer needs and expectations, in order to define the future, intended state.

Why should you care?

There is a correlation between a company’s Customer Experience quality and its stock performance.

The top 20% of brands in Forrester’s Customer Experience Index have higher stock price growth and higher total returns than a similar portfolio of companies drawn from the bottom 20%.

Financial performance has been shown by Forrester and others to be the ultimate trailing indicator of CX. A company delivering great CX simply outperforms others in the market.

To deliver great CX you have to start with developing your CX Vision. There are significant rewards for those organisations with the vision to get ahead of the market. To give an example, one of the most CX focused businesses in the world is Amazon. Jeff Bezos founder & CEO of Amazon stated in 1997 “We have to totally obsess over our customers and figure out what they want, what's important to them. And whatever that is, we’ve got to figure out how to provide it.” This thinking took Amazon share price from the $18 mark to over $3200 a share

How connected is your vision to your CX?

· Do you currently have a company vision of how you treat customers?

· Do you have any company wide vision about how your customers experience you?

· Does your company have a shared sense of what the Customer Experience should look like?

· Does your company have a firm belief in the Customer Experience and the resources to back it up?

· Your customer is having experiences with your company at every touch point. Are you controlling those experiences?

· Do we have a big-picture vision of how these experiences fit into a broader CX strategy?

The power of a CX Vision

· A well established and clearly communicated vision will inspire action at every level of your organisation.

· It is your employees' north star, their guiding light, telling them exactly what experience they'll deliver to your customers.

· It will get everyone on the same page, marching to the same customer experience beat.

What is a CX Vision?

It is a standard that employees should be able to strive for, and a banner that your company can look to when making decisions that will affect its customers.

A customer experience vision is an aspirational statement on how your organisation has chosen to service its customers.

The vision and principles are grounded in customer insights specific to your organisation and therefore deliver differentiation.

The CX vision needs to align with the corporate vision, values and brand promise.

Take Amazon as an example:

Amazon's brand promise is to deliver the broadest selection of products and services at the lowest prices with minimal hassle. Over and over again.

Amazon’s mission statement is “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

Their Customer Experience Vision is ‘Our (CX) vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online’.

Amazon Company Values

•First is customer obsession.

•Invent and simplify.


•Insist on the highest standards.


•Earn trust.

•Deliver results.

How to use your CX Vision

Most importantly, your CX vision must be communicated, shared, and reinforced. Every employee must (a) know the vision so that they know the experience they are to deliver and (b) understand why it's important to the company, to the employee, and to the customer. And they must understand how they can use it as a guide in their day-to-day actions.

Establishing a customer-centric culture starts at the very top. Leaders set the tone for their organisation. Without executive-level buy-in there is a low probability of creating maximum impact for any customer-centric initiative. You’ll also want to garner the support of department leaders to truly move the needle on improving the customer experience. Leaders set the tone for their organisation, so if a leader decides that the customer is important, their direct reports will follow suit.

Once you have a vision, it must be understood internally to have any impact. Communication is key. Your vision will never become a reality unless you can get others in the company to invest their time and energy into making it happen. Try to spend time with people in every department and at every level to communicate what the vision means for the company, and for their specific role.

Once the vision is in place, you will next move on to developing your CX strategy.

To find out more about developing your CX Vision, check out our 1 day workshop. The workshop takes you through the process of developing your vision and embedding it into your business at rapid speed.

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