CX, PX, EX… The X Always Stands for Experience
Everyone has customers. Whether they are internal or external, whether they are called customers, patients, candidates, constituents or employees… each one of these people engages in an experience with your organisation.
Every person in the organisation impacts the customer experience. From front-of-house to compliance. From Research to Product. Every team member contributes to the overall experience and, by extension impacts retention, satisfaction and ultimately brand value.
Benchmarking Internal CX Attitudes
Many organisations have a stated aim of being more customer-centric. But how do you measure where you are now and where you need to be, and if the programs you are putting in place are having any effect.
Most Customer Experience (CX) measures are external. Customer satisfaction (CSAT), or Net Promoter Score (NPS) look at the experience from the customer’s point of view. But these measures are reactionary and don’t help to shine a light on where potential issues might lie.
The CX Typology Framework looks deeper, into attitudes, culture and behaviour to identify where there might be gaps between the goal of customer-centricity and the reality. It also shows differences between teams, departments, leadership and individuals which helps to create meaningful programs tailored for specific areas of the organisation, rather than generic company-wide solutions.
Pro-actively Impacting Customer Experience
By qualitatively measuring internal attitudes towards customer-centricity, targets and goals can be set to make an impact on reactive measures like CSAT and NPS. If you are using OKRs for customer experience then you can create objectives for individuals, teams and organisation wide.
This tool could also be adapted for hiring talent with the right mindset – especially for roles that might not be traditionally seen as having an impact on the customer experience.
The X Experience Typology Framework has been adapted for specific industries and verticals including Healthcare (Patient Experience), Recruitment (Candidate Experience), Travel (Guest Experience), Local Government (Constituent Experience).
The tool can also be used in a ‘live’ environment at conferences, exhibitions and events.