In my last blog post about customer experience (CX) prioritization, I talked about the importance of balancing customer impact with business impact when making decisions about which projects to pursue. Beginning CX prioritization uses a simple but effective four-box model. As CX prioritization moves up the maturity curve, it gets more complex by adding more dimensions. This improves the precision of resource allocation.
An intermediate prioritization model should include:
- Customer impact. Identify which projects have the greatest likelihood of improving your customers’ experience of the things that matter to them. CX leaders can increase the value of their resource investments by focusing on improvements and initiatives that address the greatest customer pain points and support customers through their most important journeys.
- Business impact. Determine the critical business goals that the activity or project will support, such as increasing revenue or reducing costs. Just as with the customer impact category, the business impact category checks for alignment — confirming the extent to which the proposed project will support near-term and/or long-term business objectives.
- Feasibility. Confirm that the initiative or activity can be done by evaluating resource availability and forecasting change management issues. Even if the project has strong benefits for customers or the business, feasibility analysis evaluates whether the firm can execute on it to realize the anticipated benefits.
Read more about this model and download Forrester’s Intermediate CX Prioritization Tool in my new report, “Level Up Your CX Prioritization By Thinking In Multiple Dimensions.” If you need more specific guidance, please consider scheduling an inquiry or reaching out to your sales partner for assistance.
Explore emerging best practices and learn how to foster business success with customer experience at the CX North America live virtual experience on June 7-9, 2021.