The Whole Picture – 3 steps to transform CX

THE EXAM QUESTION

Great experience stands out, people share, loyalty is built, and revenue grows.

How do brands become best-in-class, or for the clever some maintain their leadership status?

Best-in-class brands stand out for being customer-centric. Customers talk about their experiences and research shows that word-of-mouth is a powerful driver of acquisition and retention.

This point is highlighted by a study from the London School of Economics that validated the link between brand advocacy and business growth, finding that a rise of seven points in NPS equates to 1% revenue growth.

THE CHALLENGE

To become CX Leaders businesses need evidence-led direction.

The foundation for success is a transformation roadmap built on an understanding of what best-in-class looks like and how to get there.

It is essential to know the impact of change and to prioritise actions by the difference they will make to both experience and the bottom line.

Having the right progress measurements in place ensures you stay on track and can pivot when necessary to attain best-in-class status.

This can be complex, overwhelming and become unnecessarily expensive…

Watermelon know CX is not one dimensional: customers think about brands in the context of their entire world and not isolated interactions, sectors and products.

We help brands understand this ever-evolving landscape, looking across sectors to identify what success looks like and how customer expectations are changing. Understanding what the driving forces behind change are means we can build strategies for businesses to become CX leaders.

THE ANSWER

We know the answer as Watermelon process millions of customer surveys a year, exploring experiences across a range of journeys, sectors, interactions and markets.

Through years of experience, we know what drives CX (and best-in-class). Because the CX landscape is ever-changing, we are continuously monitoring and measuring what matters to customers, so we know where brands need to focus.

Clarity and focus come from three steps:

• Knowledge – asking the right questions to understand what matters

• Focus – prioritising action based on impact and return on investment

• Inspiration – looking across and beyond sector to learn from the leaders

For the full report please download.