cover of episode #51 Connecting CX to Key Value Metrics

#51 Connecting CX to Key Value Metrics

2024/10/9
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Experts of Experience
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Diya Sikka
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Diya Sikka：本期节目讨论了客户体验的第三波浪潮，以及从调查和洞察转向预测分析和数据驱动价值的转变。她强调了不应仅仅依赖单一指标（如净推荐值NPS），并指出了将CX与关键价值指标联系起来的重要性。Diya还讨论了组织和利用CX数据所面临的挑战，建议从用例驱动的方法入手，并利用现有技术。她认为，CX领导者的角色是跨团队的协调者和促进者，推动以客户为中心，并连接各个方面。她还强调了识别和赋能员工在创建以客户为中心的文化中的重要性，以及创建闭环反馈系统和积极倾听员工建议的重要性。一流公司会在高管会议上优先考虑客户，领导者会积极与客户互动。 Diya还分享了评估组织CX成熟度的方法，可以使用CX全球标准框架，该框架评估文化、能力和执行方面的能力。她认为，数据管理是公司经常忽视的关键领域，CX领导者应该超越调查，了解整个客户群体的观点，才能释放价值。 Lauren Wood：Lauren作为主持人，引导对话，提出问题，并与Diya Sikka就客户体验、NPS以及组织如何创建有效的CX战略展开讨论。她对NPS的有效性、数据组织和利用、CX成熟度评估以及CX领导者的角色等方面都表达了疑问和看法。

Deep Dive

Chapters
NPS, while valuable, is insufficient as a standalone metric. Its true value lies in its connection to key business metrics like retention, acquisition, cross-selling, and upselling. Focusing solely on the NPS score without addressing underlying customer feedback is ineffective.
  • NPS should be connected to key value metrics such as retention, acquisition, cross-selling, and upselling.
  • Acting on customer feedback is crucial for improving NPS.
  • Gamifying NPS scores without addressing the underlying reasons is counterproductive.

Shownotes Transcript

On this episode, Diya Sikka,  Director of NPSx, a start-up at Bain & Company, discusses the third wave of customer experience and the shift from surveys and insights to predictive analytics and data-driven value. She emphasizes the importance of not relying solely on a single metric like Net Promoter Score and highlights the need to connect CX to key value metrics. Diya also discusses the challenges of organizing and utilizing data for CX and recommends starting with use case driven approaches and leveraging existing technology.

Key Insights:

  • Relying solely on a single metric like NPS is not the right approach; it should be connected to key value metrics.
  • Organizations should start with use-case-driven approaches and leverage existing technology to organize and utilize data for CX.
  • Evaluating CX maturity can be done using the CX global standards framework, which assesses capabilities in culture, capability, and execution. 
  • Data management is a critical area that companies often overlook in creating a strong customer experience.
  • CX leaders should go beyond surveys and understand sentiment across the entire customer base to unlock value.
  • The role of the CX leader is to be a master coordinator and facilitator across teams, driving customer-centricity and connecting the dots.
  • Recognizing and empowering employees is crucial in creating a customer-centered culture.
  • Creating a closed-loop feedback system and actively listening to employees' suggestions and ideas is essential.
  • Best-in-class companies prioritize the customer in executive meetings and leaders actively engage with customers.

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