How to sell your CX results like a pro
Let's talk about something tricky this week. Something many CX professionals struggle with: how do we sell our results?
How do we market ourselves as CX professionals and our CX team within the organization?
Spoiler alert: Most of us do this ... um ... very poorly.
Sorry. But pay attention, please!
The common pitfall: Focusing on efforts, not results
Let me share a real-life example.
Last month, I hosted my In-Company Masterclass at a large Dutch organization. I asked one of the CX team members what their team had achieved. She was so proud and enthusiastically listed their efforts:
- A fabulous system to gather the Voice of the Customer.
- Mapping four customer journeys.
- Hosting two large employee gatherings featuring customers.
- Including the NPS explanation in new employee onboarding.
Sounds like a lot of great work, right? But as a CEO, my reaction would be:
"Congratulations on your hard work." ☹
But that's NOT what we are here for. We don't get paid just to work hard. We are here to deliver results - for both our customers and the organization.
How to frame your CX efforts as impactful results
So, how could she have framed her team's work differently?
I suggested using the STAR methodology - a technique often used in job interviews but also perfect for communicating your CX impact.
Let's take the customer journey mapping example. Instead of saying, "We mapped four customer journeys," she could have framed it like this:
- Situation
We lacked a clear picture of our customer journeys, and we noticed a high number of repeat calls. - Task
Our goal was to understand why customers kept calling and use journey mapping to gain deeper insights into their needs. - Actions
In six months, we:
- Mapped four key customer journeys
- Identified 230 improvement points
- Prioritized 25 key improvements
- Organized two growth-hacking days with 50 colleagues to tackle customer communication, process mistakes, and contact center instructions - Results
- 15% fewer calls in those journeys
- Improved CSAT (Customer Satisfaction Score)
- Stronger collaboration between corporate and the contact center
Now, which statement do you think a CEO would care about more?
Be a STAR in communicating CX
Does this resonate with you?
Even if you don't have hard numbers at hand, make sure you know how to frame your impact. Practice and prepare at least three STAR examples that showcase your CX results.
Don't focus only on actions. It's all about OUTPUT and RESULTS.
Until next time, keep spicing up your Customer Experience leadership.
*****
Nienke Bloem is often called the Customer Experience speaker in the blue dress.
She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.
Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations.
With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned.
