Bruce Temkin does great work on customer experience. He has identified characteristics of mature customer experience approach. This is essential to the digital executive who is focused on great customer experiences. They are:
- CX core team
- Reporting executive
- CX Steering Team
- CX Working Group
- CX Ambassadors
Organizations need both formal and informal structures to drive change and improve customer experience (CX). In this report, we begin by identifying the five elements of a customer experience management group operating inside an organization: a CX core team, a reporting executive, a steering committee, a working group, and CX ambassadors. We describe how five organizations—Arizona Public Service, British Columbia Lottery Corporation, Cornerstone OnDemand, Hagerty, and Safeco Insurance—combine these essential elements to create effective CX management groups. Our research also found that CX groups come in all shapes and sizes, and that the needs of these structures vary according to the maturity level of a company’s CX efforts. Across all different structures, the success of a CX organization is based on three characteristics: make-up of the CX core team, executive commitment to CX, and organizational readiness for CX. To evaluate your CX organization against these characteristics, use Temkin Group’s CX Organization Assessment.
Source: Report: Blueprint for a Successful CX Organization | Customer Experience Matters
Digital Business