DOCUMENT Strategy Summer 2022

Page 10

BY GAUTAM JIT KANWAR

THE CX DIET

CLEANSING, STRENGTHENING AND CONNECTING YOUR SYSTEMS AND ENTERPRISE

T

he first quarter of 2022 is behind us, and many of us may have slid on the fitness resolutions we made in January. All of us reading this know that accountability is the key to successfully making changes. Just like consistent attention to our health is important, consistent attention to our business processes is paramount as well. There is still time to get your business in shape to address the challenges of 2022 we all face: employee shortages, fewer face-to-face interactions and digital transformation that can’t wait. Investing in improving the systems you have in place and fostering a mindset within your company that elevates your overall customer experience (CX) is the fitness test for today’s business. Here are three steps to get started.

10

summer.2022 DOCUMENTmedia.com

1

Cleansing Any good fitness reboot starts with a cleanse to get rid of all the things that are holding you back from maximum output. The first step in your CX initiative, then, is to examine internal processes to ensure all systems in place gravitate to providing a better CX. Consumers today demand consistency in all forms of customer communications, which means business systems need to be interconnected and automated to ensure they have the capability to deliver omnichannel communications with ease. This is a good time to create a comprehensive inventory of the communications you send to customers and search for gaps in your communication strategy. From here, you can identify what content you need, what can

be re-used across multiple communications and what can simply be cleansed from your inventory. While cleansing systems is important, it is also important to take a close look at your company’s ability to improve the CX as a whole and begin to cleanse the individual activities that make it difficult to communicate with customers holistically. Too often, the disjointed silos of communications across the enterprise make it challenging to coordinate and integrate communications. It requires adjusting from a customer communications management (CCM) mindset to a customer experience management (CXM) one — thinking not just about the document, but more about how to ensure you are putting the customers’ needs front and center with every communication sent to them.