On this episode of The CX Show, our co-founder and CEO, Dan Michaeli, sits down with Lynn Hunsaker, Chief Customer Officer at ClearAction Continuum, a company that provides advisory and leadership enablement services to marketing and customer experience professionals.
When asked to define customer experience enablement, Lynn said it is a phrase she had coined and is a bridge between the voice of the customer (VoC) and the customer engagement efforts. When a business asks their customers for feedback or input, those customers expect you to take that information and utilize it. A business cannot expect a customer to do things for them if the effort is completely one sided. To make things happen quickly, you must create a cross-functional workshop where people look at the VoC insights and pay attention to customer comments around key drivers of loyalty. Companies should take that information and get to the root of the issue so the negative experiences don’t continue to spread.
One project that Lynn and Dan discussed was her CX enablement work with Allegion, a provider of security products and solutions for homes and businesses. When Allegion first reached out for help, their president wanted to see how the company would be different if they used customer journey mapping and then put those insights to use. By utilizing cross-functional workshops and empathy mapping, Lynn’s team was about to take the information they had collected and operationalize those insights. What made this method especially useful was that they had gathered information from a variety of employees from Human Resources to Supply Management to Legal to Sales, all in the same room together, working through the issues that they saw on a day-to-day basis. By doing this, Allegion was able to see things through a different lense which lead to a shift in what was prioritized in the past and a change to certain policies.