2. Fragmented priorities
3. A narrow view
4. Limited creativity
6. CX on its own island
Pitfall 2
Fragmented priorities
Pitfall 3
A narrow
view
Pitfall 4
Limited creativity
Pitfall 5
Sidelining
customers
Pitfall 6
CX on its
own island
• Prioritize journeys, pain points, and ideas
• Sequence tasks thoughtfully
• Test hypotheses
Needed capabilities:
• Map customer journeys
• Create personas
• Conduct ethnographic research
Needed capabilities:
Run ideation sessions and surface solutions using design thinking
Needed capabilities:
Understand customer impact of day-to-day decisions
Show me how
Prioritize solutions and test hypotheses through immersive prototypes and MVPs
Needed capabilities:
5. Sidelining customers
Close
Failure to link CX
to value
Pitfall 1
To upgrade CX, plan and prioritize to avoid six common pitfalls.
Clarify how CX improvements will boost business performance and drive value
Needed capabilities:
1. Failure to link CX to value
Design effective pilots, success metrics, test and control groups
Gather quantitative and qualitative customer feedback
Foster a culture of rapid test-and-learn and experimentation
Gain the organization’s support and momentum for a CX transformation
Identify and size pain points using customer and operational data
Create a future-state vision and journey
Challenge long-held organizational orthodoxies
• Understand customer impact of day-to-day decisions
• Use data-driven customer feedback to inform decisions
• Form cross-functional journey teams
• Set up and use CX measurement systems
Use data-driven customer feedback to inform decisions
Form cross-functional journey teams
Set up and use CX measurement systems
Needed capabilities: