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Key Takeaways
Executive Support: Successful customer experience (CX) programs require executive or C-level support to avoid becoming siloed initiatives.
KPI Focus: Solely concentrating on CX key performance indicators (KPIs), such as Net Promoter Score (NPS), can result in tampering and misrepresentation of customer satisfaction.
Understanding Behaviour: Long-term success in CX occurs when organisations prioritise understanding customer behaviour over merely tracking metrics.
Observational Insights: Insights derived from observational data can be more revealing than survey results, making it essential to analyse customer interactions on digital platforms.
Data Integration: A robust CX programme should integrate behavioural data collection tools that work in harmony with survey data.
Financial Outcomes: Linking CX initiatives to financial outcomes—such as retention and revenue generation—can elevate their importance within an organisation.
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