Underlined has asssisted many companies in working with data driven CX. A useful tool for understanding the roadmap for a connected data driven approach is the CX Insights Framework:
Why work with the CX framework?
Companies who want to become more data driven are discovering that data can be looked at from many points of view and before you know it you can no longer see the wood for the trees! For example, a Business Intelligence department will start making reports based on a standardized dataset whilst a data scientist might start with machine learning and statistical models based on raw data. For the business the question soon arises what they need to prioritise, because the reporting and modelling results will most certainly not point to the same items which should be included in your backlog. The CX Framework and the ideas behind it are intended to bring together all those approaches to allow for consistent choices, to show which data is relevant, which insights are essential and what that means for your data driven approach.
How does the framework work?
Each organisation has KPIs. A KPI is intended to stimulate behaviour within the organisation. And it is intended to have a positive influence on how the organisation interacts with customers. In order to make this transparent and measurable, the CXI (Customer Experience Index) is increasingly being deployed. This KPI combines; is the job done (effective), how simple was it (easy) and what did the customer experience (enjoyable).
This KPI creates a link with underlying drivers which can be deduced from customer behaviour, customer feedback, and the customer relationship. These drivers conceal mostly internal PIs and KPIs , which management can influence. The connection with the CXI is essential for actionable insights to set the right priorities.
Customer behaviour can be deduced from customer journeys, with corresponding touch points. This is the next level in the framework. Most important at this stage in order to priortise effectively, is deciding how drivers can be interpreted in terms of their direct impact on customer journeys.
The entire framework is operated on the basis of models such as loyalty, churn, customer value & impact/drivers. These models make it clear how the various components are connected, thus allowing for easy identification of possible opportunities in terms of customer journeys, the internal KPIs and the CXI.
See also our customer cases for examples.
How you can get started!
To prepare this CX framework for your specific situation, Underlined developed a one-day workshop to do a deep dive into all aspects of a possible data driven CX approach for your organisation. In this workshop we use the latest insights as to how to shape such a data driven approach, which can then be directly applied to organisations wanting to work with agile principles and CX techniques, such as service design. In this workshop our primary goal is to connect your CX dots and to coproduce a concrete data driven customer experience management action plan.
If you are impatient to get ahead and want to know if you have sufficient in-house data to complete the CX framework and produce your first CX management dashboards then go straight to the Underlined CX Framework data Scan
Want to know more about how the CX framework works and can be implemented to help you create value for your organisation ánd your customers? Please contact us for further information.