Last month we asked our readers to share their perspective on a challenge many organizations face – turning CX insights into sustainable action and meaningful business results. Not surprisingly, the top issue preventing companies from realizing success is directly linked to their inability to link CX insights to a meaningful business case. And while this issue may sound familiar, we believe it a root cause to many other challenges. Without a clear economic case, leadership alignment becomes a challenge, staying the course falls victim to “issues of the day” and the comfortable fallback position of “this worked last year” becomes the norm to minimize short-term risk to shareholders.
So how can you overcome these challenges? At Verde Group, we believe it’s as simple as E-A-B. The E-A-B model suggests that Experiences influence Attitudes and ultimately drive customer Behaviors (E-A-B). And while understanding attitudes is interesting, it is only by grasping the impact that experiences have on behaviors, that can unlock the elusive connection between CX insights and financial performance.
And not just any experiences – we know that negative experiences (e.g., CX friction) is highly predictive of negative market action – much more so than positive experiences. So by understanding which CX friction points are creating the greatest shift in behavior, organizations can begin to frame the financial case for change.
But like usual, that’s our point-of-view, we’d love to hear more from you in this month’s poll:
