3 minutes to read. By author Michaela Mora on November 14, 2018 Topics: Business Strategy, Customer Experience, UX Research
To invest in CX might seem the obvious thing to do given the fierce competition many companies face. However, at this point, many executives are still trying to grasp what that means. Kari Mickelson from MoneyGram International Partners discussed how her team got MoneyGram on the CX wagon in her presentation Building Buy-in to Invest in Customer Experience (CX) as a Practice at the 2018 Dallas CX Talks.
As the title suggests, Mickelson’s presentation was about how to get money from the executive management to run an internal CX practice and turn an organization into a customer-centric one. The MoneyGram International CX team used a two-pronged approach to achieve this:
Firstly, they raised awareness about the gaps and opportunities. They engaged executives, showing them, instead of telling them. This was done by implementing a monthly executive forum. In these forums, they did various activities to open their eyes to the customer experience. Some of the activities included:
Secondly, they built a solid foundation for the first year by creating a CX operating model. This included:
Key advice to CX teams wanting their companies to invest in CX and build an internal dedicated CX practice from Mickelson:
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