• Derek Bildfell

Week 3: CX Leadership & Implementation program ~ Summer 2021

Week 3 of our CX Leadership & Implementation Summer program is done and dusted!


Key takeaways from week 3 CX Strategic Planning:



Victor Frankl, an Auschwitz concentration camp survivor, learned that if people have a compelling ‘Why’ they can overcome any ‘How’. This begs the question - why is it important to implement CX programs in organizations? CX programs are instrumental in ensuring integrity of the brand experience while growing a business. We know that the outcome of CX programs is to increase client retention- but how exactly do we achieve this? We will begin with a focus on Strategy.


Strategy requires the coordination of a broad set of actions that result in a desired outcome. In the case of CX strategy, the outcome is delivering customer experiences that are aligned with the brand promise of an organization. Jim Collins’ “The Hedgehog Concept” is a useful tool for formulating CX driven strategy in an organization. Some other actions we discussed this week that may be integrated include utilizing the “balanced scorecard” system, coordinating numerous plans within an organization, and ensuring every experience is effective, easy, and enjoyable for the customer.


The “balanced scorecard (Read More)” tool is a strategic management model organizations use to assess their internal operations. The balanced scorecard combines traditional financial measures with strategic measures to holistically manage strategy.


CX strategy may define the plan but it is governance that actually manages its achievement. In other words, governance executes the mandate of the organization while ensuring long term improvement. This governance should be established early. In addition to a governance plan, CX teams will need to coordinate communication plans, study plans, operation plans, and many more.


In improving CX strategy through the methods outlined above, organizations are able to ensure their brand promise is being delivered to customers. We also consider the idea of a brand purpose - going beyond a brand promise. Both customers and employees are more likely to engage with a business that they feel is aligned with their values. Therefore, organizations should strive to create a strong brand purpose - an unshakeable reason why they exist. For example, Dove, Nike and Endy are a few organizations that excel at living their brand purpose.


In summary, the goal of improving CX strategy is to ensure that the experience you are delivering is in alignment with the expectations of the customer and reinforces the brand promise. There are many methods and practices that you can leverage to ensure an effective CX strategy in an organization. The most important step, however, is establishing your ‘Why’.


Our next CX leadership & Implementation will start the 7th of September 202. Click here for course details.


Please contact us on anne-marie@accelerationstrategy.com for more information on our CX Leadership & Implementation Program




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