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Your journey towards CXM


Customers today have more choice than ever. In order to stay competitive, businesses need to switch mindset and focus on experience and adopt a customer centric approach. Around 80% of businesses claim that they offer a “great customer experience”, but this contrasts with the 8% of customers who are actually happy with their experiences.

For businesses to manage the demands of providing the excellent experiences that customers expect, it all comes down to three things: having the best people, processes, and technology. In this article, we will explore how businesses can capitalise on providing a great customer experience by ensuring they have these three boxes ticked.

People - Outside-in Thinking

To succeed with CXM, your team’s focus and energy needs to be on the people who will ultimately engage with your products, websites, and apps. Outside-in thinking forces you to get to know exactly who your customers are, and as a result, gives you a clearer understanding of their goals. Having this knowledge equips you to build a really great CX.

Outside-in CXM encourages you to work incrementally, only changing what needs to be changed, driving small but meaningful improvements according to customer requirements. Working in this way allows you to get extremely quick feedback from users as well as collecting data on how changes are affecting performance. If small changes are unsuccessful, they can be changed further or even reverted.

Ultimately, outside-in thinking is thinking that puts the customer first, improving customer experience, alleviating any customer pain points. Rather than looking at what you think makes a great customer experience, focus on your customer data to look at CX from your customers’ point of view.

Process - Avoid the Fake Agile Trap

The benefits of agile development are extensive (and well documented). Faster decision making. More effective collaboration. Higher quality products. That’s why it’s surprising to see relatively slow adoption of agile development across larger businesses when it comes to customer experience, and, in fact, data in general.

There is a clear gap between aspiring and claiming to be agile and actually being agile. So, this brings us to fake agile. We’ve all seen it. A good agile methodology has customers and stakeholders at its heart. Fake agile pretends that it does but, ultimately, focuses on business needs instead. There are a few signs that make it easy to spot…

  • Users are ignored and not consulted

  • Reliance on manual processes rather than automation

  • Focus on smaller requirements rather than quick and useful changes

Does this sound familiar? If so, there’s no need to panic - agile is a journey, and it’s impossible, particularly for larger businesses to simply become agile on day one. To speed up your journey towards agile CXM, it’s key that agile isn’t just limited to digital teams. In a traditionally managed business, when a minority of teams are agile, it’s easy to run into conflicts with other parts of the business which are less flexible.

Technology - the enabler

On your journey towards successful CXM, it’s important to look for innovative and efficient ways of using existing technology. The successful use of technology will both enable and enrich your people and processes. The technology that you use should be based on customer needs, and provide customers with the right content at the right time. To achieve this, remember, it’s not just about CRM and marketing technologies. Think about the needs of your customers even when implementing back-office technology.

On the other hand, it’s important that you don’t try and let technology define your customer experience strategy; don’t get distracted by the newest technology available. Successful CX is about providing customers with what they need in the most effective way, when they need it. For example, this may involve using chatbot technology to provide more timely customer service. However, it may also involve cutting back on this sort of technology and providing human support. Be led by your customers - not by the potential of technology.

Bring it all together with effective communication

To bring together your people, processes, and technology on your journey towards successful CXM, empowering your team by promoting a customer focused communication process is key. The first step to creating this type of culture is by making sure that customer experience management and all related communication is owned by a cross-functional team. Without this, your business may operate in silos with multiple systems not focussed on the customer. Additionally, without effective cross-function communication, the insights gained from individual business areas will not be shared.

The next key step is to create and communicate a customer journey map. Every part of your business has an impact on customer experiences, both online and offline. Mapping customer journeys ensures that everyone in your business has a strong understanding of how different touchpoints impact CX.

Employee enablement is vital for successful customer experience management. If your team is empowered and a customer centric communication culture is promoted, they will be more likely to go the extra mile to provide value for customers, helping them to achieve their desired outcome and experience.


Effectively managing customer experience is key for businesses to stay competitive. However, successful CXM is more than just understanding your business - it’s about having a deep understanding of your customer. This is only achievable by focussing equally on your people, processes, and technology. Without people that think outside-in, your customer will never be at the heart of your business. Without agile processes, users won’t be properly consulted and changes won’t be made rapidly enough. And finally, without innovative and customer-led uses of technology, your people and processes won’t be enabled to effectively manage customer experience.