Building a Business Case for Your Customer Experience Initiatives
By mharrist on Oct 08, 2012
Implementing customer experience programs and transforming your business into a customer-centric organization takes more than awareness of a problem or opportunity, and certainly more than a clever plan, Curran explained.
It takes funding.
“This stuff costs money,” said Curran, “and the only way to get it is to provide your CFO with a clearly defined, unambiguous plan that takes into consideration the three pillars of customer experience strategy.”
Those pillars are:
- Desirability, which is customer value
- Feasibility, which demands the right technology
- Viability, which is business value—ie is this initiative worth it?
You must align a business case to your customer experience strategy, Curran said.
The remainder of his presentation focused on the customer experience “six-pack,” a set of questions businesses must address before creating strategies or launching programs. These questions help build the business case necessary to get support and funding:
- What is the strategic business objective?
- What are the strategic and operational key performance indicators?
- What are the business issues or roadblocks?
- What are the trends or accelerators that are creating the problem?
- What approaches can solve the problem?
- What technology can enable those approaches?
Focusing on his own business objectives, he described Oracle’s best-in-breed solutions across marketing, commerce, sales, and service. It’s the only complete and fully integrated cross-channel customer experience suite available.
“What gets measured gets managed,” he said. “Are you measuring customer experience?”