客户体验管理的5条策略
——Qualtrics
1、文化及领导力
建立以客户为核心的企业文化，需要具备跨职能的领导执行力。领导人需要能在效率管理目标及战略优先级上做出决策，让客户导向成为组织优先级。
Establishing a customer-centric culture requires executive leadership and cross-functional alignment. The values and principles leaders communicate must be embedded at each level of the organisation, reflect in performance management targets, and influence strategic priorities. By embedding customer priorities into the organisation, leaders have an additional lever to drive profitability, employee retention, and revenue growth.
2、客户体验管理系统
建立能在每一个客户接触点中获取客户反馈体验，稳定且有重复进行的管理体制。一流的组织机构会建成规模化的客户反馈闭环，并向团队提供及时的相关数据，以改善运营方式及内容。
Building a stable, repeatable process for capturing customer feedback at every customer touchpoint and moment of truth is foundational to CX management. Best-in-class organisations build in mechanisms to respond to feedback and close the loop at scale with customers. In addition, these organisations provide teams the relevant, real-time metrics they need to coach their teams and improve how they operate.
3、客户洞悉
成熟的组织机构，具备对客户分类及客户关系元素的充分了解。并通过多维度分析，对关键因素进行战略及跨职能的改进。
Mature organisations cultivate a deep understanding of core customer segments and all elements of the customer relationship. In addition, they add a competitive layer to provide context. Advanced customer analytics are critical to deriving the insights that can lead to strategic, cross-functional improvement.
4、内部沟通
从招聘到离职退出，公司都应设立以客户为核心的公司及员工成长机制。以客户导向，让员工更投入，获得更多的客户忠诚度，改善员工的敬业精神、对领导的理解以及客户服务。
An engaged workforce is vital for the long-term success of any customer-centric company. CX leaders create an environment that builds customer centricity through the employee lifecycle -- from recruitment to exit. As employees become more engaged, they naturally produce the customer experiences critical to loyalty and retention. Managing employee engagement allows leaders to understand and reomove the barriers to improved customer experience delivery.
成熟项目的运营和建成，需要根据业务的发展和市场的变化而不断调整。当组织机构招入新成员、启动新项目、推出新产品、进入新市场或面临战略结构改变或调整的情况下，客户体验管理系统都会帮助企业平稳渡过改革。当然机构内部的领导激励思想和严谨的数据分析，也是革新必不可少的基本条件。
Mature programs are built to evolve with the needs of the business and changing market conditions. As an organisation adds new employees, launches new products, enters new markets, and faces changing strategic situations, CX programs must be built to adapt. In addition, these organisations encourage a culture of research methodology rigor that optimises data quality and encourages internal thought leadership.