Eighty one percent of customer experience (CX) leaders report they will compete mostly or entirely on CX, but less than half have established the rationale for why CX drives business outcomes, according to Gartner, Inc. The goal of CX is to meet and exceed customer expectations, but while 48 percent say their CX efforts exceed management\u2019s expectations, just 22 percent of CX leaders report their CX efforts exceed customers\u2019 expectations.<\/p>\n\n\n\n
To address this challenge, Gartner unveiled the CX Pyramid, a new methodology to test organizations\u2019 customer journeys and forge more powerful experiences that deliver greater customer loyalty and brand advocacy.<\/p>\n\n\n\n
\u201cThe fact that so many organizations understand the importance of CX to the brand, but are unable to deliver outcomes that meet or exceed customer expectations is indicative of the growing need for fresh approaches to delivering more positive outcomes for customers,\u201d said HYPERLINK “https:\/\/www.gartner.com\/marketing\/expert\/augie-ray.html” Augie Ray, research director at Gartner. \u201cLeading brands in CX start with a strong foundation in customer satisfaction. Getting this right and understanding how to build upon it to drive positive financial and business outcomes is what sets the best brands apart from the rest.\u201d<\/p>\n\n\n\n
The Gartner CX Pyramid (see Figure 1) is a framework to understand what separates the most powerful customer experiences from the rest. Each level, from bottom to top, defines an incrementally stronger way to forge relationships between an organization\u2019s brand and their customers based on the way CX leaders listen for, understand, act on and solve customer needs.<\/p>\n\n\n\n
The pyramid helps to identify the most powerful CX based on criteria including: (a) how the experiences are triggered, (b) the amount of effort required of the customer, (c) the completeness of the solution, and (d) the emotion and change in perception created by the experience. The CX pyramid goes beyond just solving today\u2019s problems for today\u2019s customers, by focusing on five key stages:
Stage 1: Communication Level \u2013 Furnish customers with the information they can use via the right channel at the right time.<\/p>\n\n\n\n
Stage 2: Responsive Level \u2013 Solve the customer\u2019s problem quickly and efficiently \u2013 meaning, balance both business and customer goals, measures and strategies.<\/p>\n\n\n\n
Stage 3: Commitment Level \u2013 Listen for, understand and resolve customers\u2019 unique needs.
Stage 4: Proactive Level \u2013 Provide experiences that resolve needs before customers ask.
Stage 5: Evolution Level \u2013 Make customers feel better, safer or more powerful.
Figure 1: Gartner Customer Experience Pyramid
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Source: Gartner (July 2018)
Through these various levels, the CX pyramid should serve as a filter to review customer touchpoints and experiences throughout the entire buy, own and advocate journey.<\/p>\n\n\n\n
CX leaders looking to drive more powerful, proactive and innovative solutions through the CX pyramid should follow three key steps:
Assess Your Capabilities \u2013 Ensure they\u2019re capturing a thorough understanding of customer wants, needs and expectations, not just their perceptions of your existing initiatives.<\/p>\n\n\n\n
Tailor Your Customer Journey Maps \u2013 Push experiences in the top of the CX pyramid at key touchpoints and drive customers deeper into the buy, own and advocate journey.<\/p>\n\n\n\n
Measure Your More Innovative CX Efforts Differently \u2013 CX leaders must make sure to measure their more innovative customer experiences against adoption, perception and financial objectives.
Additional details on adopting Gartner\u2019s CX pyramid are available to Gartner for Marketers clients in the report \u201cUse Gartner’s CX Pyramid to Uncover Innovative Customer Experiences That Create the Strongest Customer Relationships.\u201d More topics like this will be discussed at Gartner’s Sales & Marketing Conference in Las Vegas, NV, October 9-11, 2018.<\/p>\n","protected":false},"excerpt":{"rendered":"
Eighty one percent of customer experience (CX) leaders report they will compete mostly or entirely on CX, but less than half have established the rationale for why CX drives business outcomes, according to Gartner, Inc. The goal of CX is to meet and exceed customer expectations, but while 48 percent say their CX efforts exceed […]<\/p>\n","protected":false},"author":2,"featured_media":493,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"1","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":396,"_extra_hide_author_box":"1","_extra_featured_post":"","_partner_post_id":0,"footnotes":""},"categories":[396],"tags":[],"class_list":["post-8424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\n