VOICE OF EXPERTS

Why 1 in 4 of You Will Lose Your Job in 2020

Your CFO doesn’t care about your customer experience (CX) surveys. She cares about the health of the business, and it’s unlikely she sees a direct link between your survey scores and the measurements she follows.

Meanwhile, your CEO is focused on your customers, but that doesn’t mean he cares about your surveys, either. As one business leader confessed to me, “I keep seeing these survey scores saying we’re doing great. Then I meet with customers who they tell me how frustrated they are. So I don’t believe in the surveys.”

By extension, that means he doesn’t believe in his CX team.

So by focusing on customers’ scores, you’re at risk. Forrester predicts that one in four CX pros will lose their jobs in the year ahead because they aren’t showing business impact.

Measurements Beat Metrics

Metrics are survey scores – that’s what CX focuses on. They’re nice and neat, and easier to collect.

Measurements are what the business cares about. But they’re trapped in operational systems, making them messy and hard to nail down. Lost customers, reorder rates, order size, service costs, and repeat business all have a financial impact.

That’s where you grab your CFO’s interest. You’re at risk if you don’t tie your program into these measurements.

The Evolution of CX’s Trouble

I see this story played out repeatedly. A customer-focused leader introduces the concept of CX to the organization and builds a CX team. She believes in the power of CX, and the team puts together a survey system and introduces the Net Promoter Score (NPS) or the Customer Effort Score. All is right in the world.

Until that leader moves on. That’s when things get dicey.

The new boss isn’t steeped in CX philosophy. So she asks a simple question: “How does this impact the business?” And CX struggles to respond compellingly.

This happened to a friend of mine. Her boss was terrific, sharing the CX story throughout the company. She loved working for him. Then his position was eliminated.

His replacement met with her still-new team and shared that he didn’t really understand what they did. Furthermore, he said, “So you have insights – so what? What are you doing to drive the business?”

Suddenly, my friend and her team were at risk of being among those 1 in 4.

How do you ensure you’re one of the 3 in 4 who will keep their jobs?

Better yet, how can you become one of the 25% of companies that can quantify CX benefits or achieve a competitive edge?

One way that we’ve seen work well is loosely based on the research shared in our book, How Hard Is It To Be Your Customer? Using Journey Mapping To Drive Customer-Focused Change. To do this:

Understand what the business cares about.

Look for the measurements that matter and find a meaty business problem you can attack.

Identify a journey of the customer that impacts the measurement.

Start with a journey, because since it involves multiple silos, it likely involves handoffs, a common source of customer friction. It’s also easier to impact than the entire end-to-end experience. One phrase that came up repeatedly when we interviewed successful CX leaders for our book was “boiling the ocean.” Avoid that pitfall by choosing a focused journey. Identify a clear business problem, then rally your leadership to conquer it.

Form a team that can create a CX impact.

Involve every silo that touches the journey, including back-end teams such as IT, Finance, and Legal.

Involve customers to learn what’s driving their experience

So you truly understand what’s causing the lost business or low reorder rates. And remember – you can’t create a customer journey map if you don’t involve customers in the process.

Identify the measurements that matter in the journey.

You may have started with a high-level measurement, but you’ll discover many more, such as wait time, number of interactions, and handoffs. Track these as you…

Drive change.

Identify what most needs to change and rally your teams around these problems.

Don’t forget to record the CX impact

Quantify the impact you’re having on those business measurements!

It’s the last part that will keep you out of that 1 in 4 at-risk – showing how you’re actually impacting the business. And then bring that back to your CFO, so she can validate that you’re truly driving value.

Customer experience has a tremendous ability to impact your business – there’s no shortage of data to demonstrate that on a macro scale. But that doesn’t give you a blank check. You need to show your CX impact if you want to continue to drive change.

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Jim Tincher, CCXP, is a nationally recognized customer experience expert, journey mapper, author, keynote speaker, and entrepreneur.

Jim led customer experience programs at Best Buy and United HealthGroup before launching his innovative CX consultancy, Heart of the Customer. Since 2013, the firm has been helping start-ups to Fortune 100 organizations use the voice of the customer research to improve loyalty and manage customer journeys.

His book, How Hard Is It to Be Your Customer?, is considered a must-read for leaders focused on customer experience, and LiveHelpNow, SupportBee, Feedbackly, Influencer Marketing, and Capterra have all named Jim a customer experience influencer to follow.

This article originally appeared on the HeartOfTheCustomer blog. Reproduced here with permission.