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1、InMoment White PaperCopyright 2021 InMoment Inc.All rights reserved.Your CX Governance ChecklistWill Your Experience Improvement Program Stick?We know that the most successful brands need a strategy to listen,understand,and transform their customer experiences(CX).If youre in charge of customer insi

2、ghts,youll know what a challenge this is in a dig-ital world where customer feedback is pouring into databases from all an-gles.Now more than ever,CX insights leaders and their teams are running into big obstacles when it comes to stitching together data from across the business,getting it to the ri

3、ght people,and keeping your stake-holders inspired to move customers experiences forward.Youve got questions and weve got answers.In this new digital reality,its important for customer insights leaders to create a framework that makes it possible to define best customer experience practices for the

4、entire organizationwe call this“governance.”After the framework is created,it should be applied consistently across every function,department,business unit and region in your global enterprise.Take a look at the checklist weve put together to make sure you have covered governance from every angle.SU

5、PERANNUATION:COMMONWEALTH SUPER CORPORATIONInvolves leadership in its customer experi-ence program design to increase exec-level engagement later onSuccessfully rebranded its experience program with“The Compass”guiding the way(more info below)UTILITIES:SYNERGY Discovered CX Champions across the busi

6、nessto promote the program internally Co-designed dashboards with important stakeholders to fit the exact needs of each role Ensures that the customer experience conversation is considered“business as usual”Which businesses are great at CX Governance?Whats the Point of Governance?Essentially,governa

7、nce takes the confusion out of the CX equation.Your governance framework will pull together proven processes,best practices,and advanced technology tools to align every aspect of your programthis helps your business stay laser-focused on its objectives.With a governance framework,you can:Establish C

8、onsistency:When pro-cesses are confusing and incon-sistent,its no secret that team members will feel overwhelmed and disengaged.A governance framework helps you identify best practices that make your experi-ence program accountable and enable you to move the needle on improving experiences.Build a S

9、trong Foundation:You need to lay the groundwork for a vibrant,sustainable,and unified CX program that translates experience investment directly into measurable business results.Establish Your Benchmark:In order to know how far youve come,you have to understand where you started.A governance framewor

10、k will help you measure,benchmark,and link results across your program so you can truly understand the impact.Manage Risks:Use your governance framework to get ahead of the isolated,ad-hoc experience initiatives.With effective governance,your CX data and processes are held to a higher standard that

11、drives account-ability and action.Sound governance principles provide the structural foundation you need to elevate your experience program and achieve meaningful,measurable results.Challenge:The Wrong Data in the Wrong Hands Challenge:Surveys Are Inconsistent Challenge:People Across the Business No

12、t Invested in Experiences“Ive tried my best to keep the right people informed on how our experience program is performing,but with so many employees coming and going from our business,I have a really hard time getting the right information to the right stakeholders.How can I fix this?”CX Insights Le

13、ad,Australian Automotive Company“Weve had a CX program up and running for years,and Im noticing lots of different types of surveys that are inconsistent with our brand.Do you have any ideas?”Voice of Customer Lead,New Zealand Superannuation Brand“I lead a CX team in the insurance industry,and we fin

14、d it so tricky to keep different teams in our business engaged in the program and its results.We know the programs success depends on our ability to communicate the value of the program to the exec team,and also keep our employees inspired to participate in customer outcomes.How can we solve this on

15、ce and for all?”Head of Insights,Australian Insurance CompanyEXPERIENCE CHALLENGESWhos in Charge of CX?Create a strategic CX governance leadership team and success framework.Have you designated whos in charge of the program?Have you outlined your cross-business communication plan?Have you accounted

16、for situation awareness?Is your program agile?What Are the Rules and Regulations of Your CX Program?Build and deploy a governance structure that will stick.Have you decided what you are working toward?Do you know what the ultimate benefit is to the business if the program is successful?Have you deci

17、ded what your surveys should look like?Have you decided when the program launches?Do you have a plan for recovering customers?How Do You Inspire Team Members Across the Business?Find CX champions,inform your partners and spread the word about your program.Do you have a name for the program?Have you

18、outlined the program elevator pitch?Do You Have a Plan for Keeping Employees In-the-Loop?Do you know how you will show the business that the program is working?Do you have a reward system in place?Do You Have the Right Technology Set Up?Support your CX governance efforts with the right technology pl

19、atform.Do you have centraliz zed,customiz zable CX governance dashboards set up?Have you outlined how you will close the loop with unhappy customers?Have you set up access rights management?Are your survey template libraries set up?Do you have your sample rules outlined?What Is Your Plan for Continu

20、ally Improving Your Program?Establish a sustainable,continuously evolving framework for success.Do you have a plan for reviewing the program obstacles,shortcomings,and successes?Does your program meet your business goals and objectives(i.e.,retention,acquisition,growth)?Have you identified a cadence

21、 for taking action on customer insights?Do you have a plan for checking in with employees?#1#4#5#2#3Governance ChecklistPAGE 04Bringing dozens(or hundreds)of different customer experience channels,programs,and initiatives together into a single,well-governed framework can feel like an overwhelming t

22、askespecially for large,complex global enterprises.Weve put together a roadmap of five steps to help you nail down governance principles which will be totally unique to your business.There Are Five Steps to Creating a CX Governance Framework#1Whos In Charge of CX?#2What Are the Rules and Regulations

23、 of Your CX Program?#3How Do You Inspire Team Members Across the Business?#4Do You Have the Right Technology Set Up?#5What Is Your Plan for Continuous Improvement?Whos In Charge of CX?STEP#1This step is all about creating a strategic CX governance leadership team and success framework.Every successf

24、ul governance effort begins with a smart,capable and empowered team.That means going through the process of identifying,organizing,and preparing a Governance Council with the appropriate mix of executive,business,functional and operational experience and leadership.This exercise puts you in the best

25、 possible position to design a best-practice gov-ernance framework model for your business,make a strong case for the ongoing funding and administration of your governance efforts,and develop an effective change management pro-cess.These efforts will also provide a detailed roadmap for the implement

26、a-tion of your governance solution.Without this structure,the organization is effectively flying blind and could be making decisions based on incomplete information.Who owns the CX program?Youll know who is accountable for specific activities and outcomes so that the extended team feels invested in

27、getting things done.What is your cross-business communication plan?Youll know what the lines of communications are so you can navigate risk/change management,communications delivery,and most importantly,reporting.TAKE ACTION!ITS TIME TO GET YOUR TEAM TOGETHER TO ANSWER SOME IMPORTANT QUESTIONS.Do yo

28、u have situation awareness?You need good information about what is going right and wrong,which allows for timely and effective decision-making and planning.Is your program agile?Bracing for agility means your program is able to jump over any hurdles that surface,adapting as needed to changing circum

29、stances.PAGE 06What Are the Rules of Your CX Program?This step is all about building and deploying a governance structure that will stick.With your team in place,you can begin creating the foundation of your new governance framework.This involves creating and deploying the detailed policies,ownershi

30、p,roles,responsibilities,processes,and rules that will drive CX consistency,alignment,and action across your entire organization.This step is super important for encouraging a culture of customer experience that different business units will be excited to participate in.STEP#2What are you working to

31、ward?Youll need to define goals,outcomes,and KPIs to measure progress and determine success.What is the ultimate benefit to the business if the program is successful?Its important to clearly identify what success looks like in a business outcomes roadmap.Essentially,this roadmap shows the relationsh

32、ips between intermediate benefits(omni-channel listening created)and business outcomes(selling costs decreased),and the actions needed(rollout collection)to achieve them.TAKE ACTION!ITS TIME TO GET YOUR TEAM TOGETHER TO DISCUSS WHAT BEST PRACTICE LOOKS LIKE FOR YOUR TEAM AND WHAT KIND OF MECHANISMS

33、WILL BE STICKY IN YOUR BUSINESS FOR DRIVING CULTURAL CHANGE.What do your surveys look like?It sounds simple,but the basics are important.Write down your established survey types,the questions you are asking customers,and how frequently you are sending out surveys.When does the program launch?Documen

34、t roll-out timelines so everyone in the business can be prepared.What is your plan for recovering customers?List out actions for customer recovery and process improvements.How Do You Inspire Team Members Across the Business?Find CX champions,inform your partners,and spread the word about your progra

35、m.In this step,youll focus on engaging your programs biggest fans:people we like to call“CX champions.”These champions will be the ones leading the charge on program initiatives and inspiring your employees,business partners,and customers.After identifying the champions,youll need to develop a train

36、ing and communication plan that makes sure your cross-functional leadership and management are communicated consistently across every part of your business,driving change,and making sure it sticks.STEP#3CLIENT STORY:COMMONWEALTH SUPER CORPORATION(CSC)One example of governance-in-action is Commonweal

37、th Super Corporation(CSC).An artefact of CSCs newly rebranded CX program is“The Compass”to represent the CSC customer base.The goal of The Compass is to guide the business toward customer-centric decision making.Just like a compass will point you in the right direction,when the business focus shifts

38、 toward a direction that is not customer-focused,the idea is that the customers,or The Compass,will re-centre the team.Early feedback across the business is that The Compass has been a powerful metaphor to help sell the program internally,engage frontline staff and motivate cross-functional teams.PA

39、GE 08What do you call your CX program?Think of a memorable and meaningful name that can help create internal excitement for the new initiative.What is your programs elevator pitch?This is useful for providing a quick,compelling soundbite of what your program is all about.This quick introduction shou

40、ld focus on answering the big-picture questions:What does it mean for your brand if customers are happy with their experiences?And why do we care?How will you keep employees in-the-loop?In order for your program to be successful,theres no way around it:your employees need to be on board.To do this,b

41、e sure to share your current goals,outcomes,and KPIs(like Customer Satisfaction,NPS,Customer Effort Score),through the company intranet,lobby screens and printed posters.Sharing positive scores recognizes and rewards the efforts of your employees.And when scores are not meeting expectations,you can

42、use them as motivation to learn and make necessary changes.How will you show the business that the program is working?Publish experience success stories as scrolling customer comments on your intranet or in“feel good friday”emails.Use challenging customer situations or less-than-ideal outcomes as“ca

43、se studies”to help drive improvements.Do you have a reward system in place?Establish an employee recognition program to celebrate the winsbig and small.TAKE ACTION!THIS IS THE FUN PART!ITS TIME TO BRING YOUR EXPERIENCE PROGRAM TO LIFE.23451PAGE 09Do You Have the Right Technology Set Up?This step is

44、about supporting your CX governance efforts with the right technology platform.Planning and people play an essential role in any governance solution.But you also need a technology platform that can fully support the needs and goals of your governance efforts.STEP#4Do you have centralized,customizabl

45、e CX governance dashboards set up?These dashboards make it easy for business leaders to see and track the effects of your governance framework on CX program results,quickly identify gaps and problems,and take fast action to correct them.How will you close the loop with unhappy customers?Your platfor

46、m should have case management tools that support closed-loop,real-time responses to alerts generated from customer and employee data.TAKE ACTION!DOES YOUR TEAM HAVE AND USE THESE ESSENTIAL TECHNOLOGICAL FEATURES?Have you set up access rights management?This feature makes sure the right information i

47、s in the right hands.Your platform should allow you to grant and limit access to specific features and capabilities based on whether people are properly trained and what they need to do their jobs.Are your survey libraries set up?These facilitate and support your efforts to use consistent,effective

48、surveys across regions and departments.What are your sample rules?These rules are typically set within and across surveys.This makes it easy to avoid inadvertent survey overlap and oversampling.CLIENT STORY:SYNERGYLeading Australian utilities provider,Synergy,set out to revamp its CX governance prog

49、ram last year.The business made it a point to designate CX champions across the business,co-design dashboards with important stakeholders to fit the exact needs of each role,and make sure that the customer experience conversation is considered“business as usual.”The results for Synergy have been inc

50、redible!The frontline staff are actively consuming CX intelligence and better coaching conversations have helped to resolve contact centre enquiries.Synergy has seen a 10.3%improvement in customer effort scores for their business contact centre and+1,000 dashboard logins per month(compared to 200 th

51、e previous year).PAGE 11What Is Your Plan for Continuously Improving Your Program?For a program to be sustainable,it has to be continuously evolving.Launching a company-wide experience program is an ambitious undertaking.To succeed,its im-portant to develop and implement a launch plan that takes a h

52、olistic view of your entire organization,leaves room for inevitable adjustments and course corrections,and accommo-dates change requests from individ-ual departments,functions,regions and markets along the way.This is where a CX governance framework,structure,and leadership can shine.Its easy to gen

53、erate momentum and excitement when a new program launches.But the best governance programs are working toward continuous momentum,engagement,and agility so they can stand the test of time.Establishing a communication plan prior to the CX program rollout is critical in defining key messages for custo

54、mers and employees from launch to realization.After the program launches,its vital that your employees continue to receive relevant,meaningful information and training as the program matures.You should develop your plans with heavy involvement from the CX governance council and top management;if you

55、 secure the support of the CEO and other leaders,your initiatives will hold more weight.This agile adapt-as-you-go approach allows you to continuously adjust your implementation plan and governance to achieve the best possible results.Many organizations begin by implementing their governance framewo

56、rk on a relatively small scale and then add new elements and components gradually.This makes it possible to gather feedback at each stage,refine your approach,and make any necessary course corrections,then to move on to additional vertical and horizontal adoptions.These strong feedback loops can dri

57、ve continuous process improvement and help you coordinate changes across silos.As you roll out each stage of your governance plan,its helpful to establish a regular CX program review cadence,so you can regularly evaluate your CX progress and make continuous improvements.STEP#5How often will you revi

58、ew the program,obstacles,shortcomings,and successes?Establish a quarterly cadence for checking in and adapting efforts as your business evolves.Does your program meet your business goals and objectives(e.g.,retention,acquisition,growth)?Define which business objec-tives are most important to your bu

59、siness when designing your program,track your progress,and review in your quarterly cadence meeting.TAKE ACTION!WHAT DOES CONTINUOUS IMPROVEMENT LOOK LIKE TO YOUR TEAM?PAGE 12What is your cadence for taking action on customer insights?The best way to reach positive business outcomes is to fully dige

60、st customer intelligence and make a plan for putting their feedback into action.This should be done as often as possible.Are you checking in with employees?Your front-line staff are a gold mine when it comes to learning what customers are saying,as well as for making sure that customers are getting

61、a great experience.Employee voices matter,which is why its a good idea to extend your program to include“employee experiences”too.TAKE ACTION!WHAT DOES CONTINUOUS IMPROVEMENT LOOK LIKE TO YOUR TEAM?If You Need Extra Support,InMoment Is Here to HelpAdding a strong governance foundation will transform

62、 your global CX program and increase your ability to turn customer feedback into concrete business results.And of course,InMoment is standing by to help you every step of the way,with technology and consulting engagements that cover the complete lifecycle of your governance solution.Governance Consu

63、ltationThis offering focuses on helping you identify the people,processes,technology,and metrics you need for an effective CX governance program.THIS INCLUDES:Hosting a facilitated governance workshopCreating tailored governance charters,plans,processes,and cadences for your organizationDefining spe

64、cific best practices for your governance programFramework DesignWe can help you get your goals in order so you have consistency across all of your disparate CX and VoC measurement programs.This process includes conducting a thorough governance audit and creating a detailed governance playbook that i

65、ncludes rules,survey libraries,templates,and other assets.Add-on Implementation With this flexible add-on offering,you work directly with our experienced governance experts to successfully implement and admin-ister your global CX governance program.Just let us know what you need to get your governan

66、ce program started on the right foot,and well provide the expertise you need to be successful.Wrapping Up Many businesses have ideas about how to govern their experience programs,but few have a well-defined governance framework to point to.Well-established CX governance is a pillar of organizational

67、 design that will supportnot stand in the way ofyour CX excellence.As your organization unifies CX processes and engages employees with the vision of an elevated experience for every customer,your CX program will transform your business and your bottom line.At InMoment,we work with clients around th

68、e world to place governance at the heart of their global CX programs and initiatives.Learn more about how we can help your organization combine technology,data,research,and governance expertise to help your business start improving experiences.T L-01106-05-A P|CO PYRIG H T 2021 IN M OM EN T I N C.Ab

69、out InMomentImproving experiences is why InMomentTM exists.Our mission is to help our clients improve experiences at the intersection of valuewhere customer,employee,and business needs come together.The heart of what we do is connect our clients with what matters most through a unique combination of

70、 data,technology,and human expertise.With our hyper-modern technology platform,decades of domain authority,and global teams of experts,we uniquely deliver a focus on Experience Improvement(XI)to help our clients own the moments that matter.Take a moment and learn more at To demo a product or to contact us call:NORTH AMERICA1 800 530 4251 APAC+61(2)8397 8131UK&IRELAND+44(0)121 296 5245GERMANY+49(0)40 369 833 0