Talking with another organization’s leaders, I started probing about their work processes. My suspicion (which proved correct) was they didn't have formal processes to dependably produce their best work every time. Their processes turned out to be lax and inconsistent, which resulted in their customer experience strategy being the same.

They asked what they could do to better document strong processes.

3 Steps to Developing Consistent Customer Experience Strategy Processes

Off the top of my head, I suggested the following strategy to strengthen the consistency of their customer experience strategy.

Step 1: Select 10 to 15 very successful engagements. Also, select 10 to 15 unsuccessful (or less successful) engagements.

Step 2: Have two individuals or two groups work completely separately on diagnosing the critical success (or lack of success) factors. Use a structure so each group fully explores all aspects of the client experience, along with relevant internal processes, interactions, and tools to deliver the client experience. Among the factors to evaluate are:

  • Who people participated on the client side? On your side?
  • What talents, perspectives, energy, engagement, and activities did each person and group contribute to the process?
  • To what degree was the process complete (vs. abbreviated), standardized (vs. customized), at an expected pace (vs. accelerated or slowed), supported with an appropriate level of client activity (vs. too much oversight or not enough engagement)?
  • Relative to the result, what was the actual outcome (vs. what was expected) and objective measures of its success (vs. comparable engagements)?

Step 3: After each team prepares its evaluation, switch the work. Each group can add additional comments to the other group’s assessment based on their learning from the initial work.

Shaping Your Processes

Across this type of evaluation and questions, you should have a strong sense of what processes and factors lead to successful outcomes within your customer experience strategy.

From there, you can start spelling out more standardized approaches to boost the consistency and success of what you do and deliver. – Mike Brown

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