The Optimized CX System is a comprehensive approach that leverages multiple tools and resources to better identify, address, and improve customer experiences. It involves three stages: Discover, Validate, and Optimize.
- Discover: Instead of beginning the process by launching a survey, B-to-B firms must start with an exploratory stage to gain a better understanding of the market and the customers’ journey, and create internal alignment. This generates a sound understanding of customer needs and enables the targeting of areas that deserve the most focus.
- Validate: Instead of broad-based analysis designed to serve a plethora of audiences, customer experience professionals will focus analytics on targeted areas and will use more specific insights to prioritize and guide improvement initiatives. This will allow firms to focus time and resources on specific areas in need of attention.
- Optimize: The optimize stage is broader than the current action stage. It involves systems to anticipate customer problems and opportunities, embedded alerts for pre-emptive action, long-term customer-focused solutions, and a solid understanding of the impact on the customer and the business.