The document outlines the six elements of a customer experience (CX) strategy: Insights, Design, Enabling Technology, Operations, Data, and Customer-led Culture. Each element includes 4-5 points describing key aspects that should be in place to effectively implement that element of a CX strategy, such as having a process to capture customer insights, including customers in the design process, integrating technology to analyze insights, embedding CX champions in operational teams, using customer and employee data to inform analytics, and aligning employee performance to CX goals.

1. The Six Elements of CX Strategy

2. Overview
2
Insights
Design
Tech
Ops
Data
Culture
Six
Elements
of CX
Strategy
A CX team is in place and empowered to engage
and make decisions across functional silos
The CX mandate covers Design, Insights,
Analytics, Delivery, and Customer-led Culture
Agile principles are actively applied; the CX toolkit
is embedded in teams
A cross-functional governing council is in place to
review customer issues and mobilize resources
CX Change Management plan has been created
and activated
CX wins are celebrated and recognized regularly

3. Insights
1
Insights
1. A sustainable process to capture insights through the
journey(s) is in place
2. Insights are democratized across the organization, including
key-driver analysis
3. Personas, journeys, and service blueprints are informed by
insights
4. A sustainable, closed-loop process is in place to act on
feedback; whether by client-facing teams or product teams

4. Design
3
Design
1. Project objectives are linked to CX and Operational/Business
objectives; supported by customer insights and analysis
2. Design standards are co-developed and documented, helping
ensure a consistent cross-channel experience
3. A design methodology is in place so the company
understands how to deploy design across their product suite
4. Customers are included as co-developers in the design
process as part of a “test-and-learn” process

5. Enabling Technology
4
Tech
1. A scalable solution integrated across customer channels and
touchpoints to capture & analyze insights
2. Ability to integrate customer & employee sentiment and
operational data for maximum impact
3. Integration with your CRM platform to close the loop via
customer-facing teams
4. Content Management Platform to aggregate insights,
including Artificial Intelligence to avoid “insight debt”

6. Operations
5
Ops
1. Embedded champions to evangelize customer experience
across Operational teams
2. CX Escalation Process in place to actively resolve issues as
part of a Service Recovery program
3. Agile/Lean methodologies are in place for faster
decision-making and implementation
4. Contact Center is a critical partner in understanding customer
pain points and taking proactive action where possible

7. Data
6
Data
1. Both customer and anonymized employee data is available
from a single, golden source
2. Data Architects and Scientists are active partners in customer
and journey analytics
3. Structured and unstructured data is aggregated for an
end-to-end view of the journey
4. CX goals are clearly defined as OKRs and aligned to
business OKRs

8. Customer-led Culture
7
Culture
1. Leadership is an active supporter of CX efforts, goals and
outcomes
2. Employees are actively trained up on CX goals and how they
relate to the individual’s performance
3. Employees are empowered to create and deliver the intended
CX
4. Financial incentives are communicated and aligned to CX
and business OKRs
5. The employee journey is fully mapped understood and an
HCD toolkit is applied to continuously improve it