Self-service and DIY. It’s a growing expectation among all of us and more and more prominent in our everyday lives. It’s no different in CX, where self-service / DIY Enterprise Feedback Management (EFM) platforms have become the norm.
Many companies now have formal CX functions with adequate resources and expertise in order to manage and execute their own CX programs on their platform of choice and do so successfully, conducting a variety of VOC programs. A lot of benefits come from being able to DIY your CX program, including maintaining more control, having access to easy-to-use sophisticated technology and streamlining resources and costs.
The question is: Should everyone be DIYing their CX program? When does it make sense to bring in the experts? My take: There is a growing need for ad hoc services and consulting from CX vendors to ensure that you get the most value out of your investment and from your CX program.
We see ad hoc services come into play in our everyday lives too. Take makeup, for example: Most gals do their own makeup on a day-to-day basis, but sometimes a consultation is exactly what’s needed to make sure you don’t leave the house looking like Mimi from “The Drew Carey Show.” Especially for new techniques, dabbling with new colors or trends, or making sure you look smashing at big events like your own wedding – another person’s well-informed advice may save the day.
In my own personal experience, my husband and I are not handy people. We just finished our basement this year, and the thought of doing it ourselves crossed our minds. While the costs savings were quite appealing, the threat of making a huge electrical or plumbing mistake was too great, and the task seemed quite daunting. While we hired most of it out to a contractor, we decided to DIY one element: We will be purchasing and installing the floor ourselves (wish us luck!).
So back to CX: Where is there a need for these ad hoc services? It depends on your organization’s CX maturity, knowledge and expertise of using your platform of choice as well as your resource bandwidth. I would argue that most companies practicing CX could use a little help here or there. The list of services can be lengthy, but here are a few initial ideas to consider:
- Getting up and running quickly on your new platform. Say you’ve made the decision to purchase a license from an EFM and plan on conducting a series of journey-based surveys. Your goal is to get something up and running quickly. Often the best way to do this is to pull in outside help.
- Designing a sound CX measurement program. Just about anyone can write a survey and program it in the platform. Without proper training and expertise, you could end up with a disaster of a survey that leaves you wanting when it comes time to review the results and make sense of the feedback. Getting some extra coaching can help you determine the right KPIs for your business and program objectives, the right scale choice, and ensure the questions you’re asking of your customers cover the most critical customer moments that matter and are aligned well with stakeholder needs. Getting some coaching and consultation up front on design will make a huge difference in the long run and save you from embarrassing, difficult conversations with your stakeholders later.Other types of CX coaching can be tremendously valuable and can be ‘chunked’ into separate consultations or blocks of time. Examples include developing sample plans, giving tips on optimizing response rates, conducting advanced analytics, planning communications, disseminating insights or results and conducting workshops to drive action with cross-functional groups.
- Beefing up your resources. Staff augmentation can be a quick and simple way to expand your resources with highly skilled folks who know the platform in and out and can quickly come in to support with program implementation. They might help with programming surveys, setting up dashboards, deploying text analytics and setting up follow-up ticketing. Given their expertise, these folks can navigate tricky or more complex elements of your programs (like programming a survey with multiple branches that’s heavy on skip logic) while also sharing best practices and helping you avoid mistakes. Ultimately, they’ll save you time, allowing you focus on other elements of your CX program, like communications, steering team development and driving action.
These are just a few examples of service wraparounds that can really augment the value of your EFM investment. Working with a vendor can help expand your capabilities and provide an outside perspective – setting you up for success in the long run.