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Many customer experience strategies lack the essential elements for a successful implementation. All too often organizations create strategies but fail to link them to the actions people perform. Furthermore, they lack a cohesive strategy that translates across all departments. Worst of all, they have no definition of success, which makes measuring progress toward achieving the goal impossible.
The Pyramid™ overcomes these challenges with your customer experience goals. It aligns the customer experience strategy across different functions of your organization with specific actions and measures for progress. The Pyramid™ achieves this by linking the Customer Experience Statement (CES) with customer experience implementation.
In order to see how the Pyramid™ works, let’s start at the top. Trust is the specific element of customer experience we’ll focus on in this example. Integrity, confidence and honesty are equally associated with trust, so we’ll call them sub-elements.
Using the elements and sub-elements, we create an aim or standard we are measuring. For example, our customer experience statement may be that we want to “behave in a trustworthy manner.” Now that we know what we are aiming for, we select a target and measure of trust so we can define our parameters for success. Suppose we chose the target “we want 98% of customers to trust us.” We’ll look at the percentage of customers that report feelings of trust, integrity, and honesty on our customer surveys and compare it to this definition of success for our aim.
Since the CES is holistic in nature, the Pyramid™ doubles as a way to work across multiple company divisions. Another way to look at it is that because CES requires a different set of initiatives by department, the Pyramid™ builds a cohesive strategic vision that unifies the departments and helps prevent any organizational siloes. Examples of the typical divisions we bring together using the Pyramid™ are customer service, marketing, sales and operations. Each department may have different initiatives to achieve the element of trust, but they are all tied in to the target and standard established by the Pyramid™ for the CES.