OCTOBER -2022MARTECHOUTLOOK.COM8IN MY OPINIONBy Josh Peacher, Vice President North America Customer Service, MCC LabelTRANSFORMING THE CUSTOMER EXPERIENCE IN A B2B ENVIRONMENT ­ PHASE 1: DISCOVERY AND ASSESSMENTAn increasing number of B2B organizations have begun to prioritize CX over the last few years. Customer intimacy and engagement are now getting the attention of the C-Suite in ways we have never seen before. With this new emphasis on CX as a discipline, there is an opportunity for CX professionals to transform the way their organizations do business. This can be a daunting task at the outset. It's often difficult to know where to begin and how. The first steps in charting any course is to understand where you and where you want to go. Too many CX professionals fall into the trap of merely focusing on the latter... The bright shiny future state vision. However, it's impossible to get there if you don't understand the current state of your organization and its overall CX Maturity. All lines have two points. In the first 90 days of a new CX journey, the focus should be on discovery and assessment. The goal during this period is not to make a series of hasty sweeping changes to get to the future state as fast as possible but rather to listen, observe, and document. A successful discovery period achieves an understanding of five core elements: 1) Current and Past Experience of the Customer ­ This is number one on the list for a reason... there is nothing more important to a CX journey than understanding how customers feel about your organization. Don't shy away from bad news. There are several ways to achieve an accurate pulse from your customers but the best way is to simply ask them via a standard survey that identifies the holy grail of CX metrics (NPS, Customer Effort Score, and Customer Satisfaction) and also allows them to vent via an open text question. This is usually where the meat of a survey lies. In addition, set up a series of face to face meetings with customers and ask them how your organization is performing. Customers are rarely shy when it comes to evaluating vendors. 2) Engagement Level of the Teammates that Regularly Interact with Customers ­ Quickly get a pulse on how engaged the sales and customer service teams are. These teammates are the face of your organization to the customer. If there are morale issues here, it's likely affecting the way customers are perceiving your organization. The best way to achieve this is through 1x1 meetings as well as anonymous employee engagement surveys. The goal is to create a safe environment where you can get candid feedback. If done Josh Peacher
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