There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.

1. Modular Customer Experience Pilot Programs
CX PILOTS
A New Approach
to Center Your Organization
Around Its Customers
Low Risk Quick CX Wins Designed for Your Organization

2. CX Pilots helps companies simplify the work of building better Customer
Experience competencies.
We help increase a company’s understanding of their customers so they
can serve them better.
Customer Experience Programs
CX PILOTS
2

3. We provide a systematic approach to piloting quick wins that help CX
leaders prioritize and focus on the things that matter most, first.
We provide a short cut to CX monetization with lower risk, lower cost and
faster outcome.
Customer Experience Programs
CX PILOTS
3

4. CX “Pilots” has a dual meaning:
Customer Experience Programs
CX PILOTS
We are experienced & confident navigators
and trusted advisors with deep backgrounds in
Customer Experience, Change Management
and Content Operations.
We help companies achieve momentum
through quick win “pilots” which are
smaller, more modularly prototyped
programs that build momentum.
1
2
4

5. Our Customer Experience Programs are valued because they help CX leaders
simplify CX Program Design and Operations through a “modular” approach.
Customer Experience Programs
CX PILOTS
“simplify” - all CX programs can be
reduced to two elements:
1) the job of better understanding
your customers
2) the job of applying that
understanding to better serve
your customers, systematically.
“modular” - a new strategic approach
to “quick win” momentum creation in
CX.
This reductive approach is both
incremental and iterative. It focuses
on fewer, more manageable program
elements at a time to gain quicker
overall program success.
5

6. Our approach is based on the
philosophy that CX Programs:
have to be pragmatic & simplified.
have to be successful, faster.
have to be more modular to be managed.
have to be measurable.
have to engage employees.
Customer Experience Programs
CX PILOTS
1
2
3
4
5
6

7. Customer Experience Programs
CX PILOTS
How CX Pilots works with companies.
Run CX Pilots
Is there an
existing CX
Program?
Set up
internal CX
Workshops
Build
CX Compass
NO
YES
Perform CX
Flight Check
(assessments)
Assessments
Value/Business Case
Design
Build
Measure
Govern/Support
Sobriety Test
Operations
Transactions
Stakeholders
Relationships
Revenue
Test,
Rapid Iteration
Role-based
Performance
Management
Dashboards
Define a customer
experience strategy
that describes the
intended customer
experience.
Solicit customer
feedback about their
experiences through
surveys and/or
interviews.
Evaluate company’s
ability to design to
meet customer
experiences.
Research
viability of
channel
penetration.
Define a consistent
set of customer
experience
standards across the
organization.
RunCXPilots
Feedback Loop
Follow the CX Flight Path
7

8. CX Pilots has three CX Services:
Customer Experience Programs
CX PILOTS
Custom CX Assessments
CX Workshops
CX Consulting/Support
…and two CX Tools:
CX Flight Check (comprehensive assessments)
CX Compass (CX Program Blueprint and Roadmap)
1
2
3
1
2
8

9. The CX Flight Check helps each organization measure and thoroughly understand
where their CX Program stands by setting the proper benchmarks.
Customer Experience Programs
CX PILOTS
• Strategy & Alignment
• Awareness of Customer
• Design Practices
• Touchpoints
• Performance Measurement
• Governance
• CX Culture
The CX Pilots Flight Check measures six dimensions:
1) Company Sobriety 2) CX Operational Metrics 3) Offering/
Transactional
4) Stakeholder
• Vision/Mission Check
• Priorities Check
• Leadership Support
• Total Current Culture
• Employee Engagement
• Ability to Govern
• Optimism
• Funding
5) Relationship 6) Revenue
• Web Usability
• Offering Adoption
• Conversions
• Competitive Position
• Trust Rating
• Transaction Time
• Channel Cohesion
• Mystery Shopper Score
• Sentiment Score
• Attrition/Churn
• Cross/Up Selling
• Employee Connectedness
• Measurability
• Customer Defection
• Satisfaction Score
• Social Participation
• Referral Activity
• Customer Tenure
• Purchase Frequency
• Loyalty Infrastructure
• Total Interactions
• Average Orders
• Activation Costs
• Customer Lifetime Value
• Cart Abandonment
• Revenue from CX
TheMeasures
1 2 3 4 5 6
Operational Transactional Stakeholder Relationship Revenue
Average Cycle Times
Timeliness
First-Call Resolution Rates
Number of Support Requests
Brand Perception (Recognition,
Credibility, Relevance,
Influence)
Delivery Timeliness/ Accuracy
Tolerance of New Processes
Accuracy of Inventory and Pricing
Competitive Benchmarks
Product Review Ratings
Brand Value
Trust Rating
Brand Advocates/Net
Promoters
Customer Sat Scores
Social Network Participation
Customer and Employee
Referrals
Average Customer Tenure
Purchase Frequency
Loyalty Program
Enrolled/Participating
No. of Customers Interacting
Customer Defect Rates
Mystery Shopper Scores
Sentiment Scores
Customer Attrition/Churn
No. of Product or Service
Upgrades
No. of Repeat Orders
No. of Customers
"Likely to Defect"
Price Sensitivity
Website Usability
Adoption of New Products
Product Return Rates
End-to-End Transaction Times
Average Order Size
Deactivation/Reactivation Costs
Cart Abandonment Rates
Revenue Attributable to CX
Improvement
Sobriety
Leadership Alignment Apathy
Culture Readiness
Total Employee Engagement
Sandbagging/Resistance
Mid-level support
Ability to Communicate Change
Collective Ambition of Participants
Excitement in Innovation
TheMetrics
1 2 3 4 5 6
TheDashboards
9

10. Customer Experience Programs
CX PILOTS
10
Strategy &
Alignment
Awareness
of Customer
Design
Practices
Touchpoints
Performance
Measurement
CX Culture
CX Program
Communications
Platforms,
Frameworks
& Models
Marketing/E-business
IT
Customer Support
Operations
Executive Level Team
Our CX Flight Check solves the problem that prevents good organizations from
realizing the benefits of strategic CX Programs. They don’t receive the funding
because of the disparity in perceived value and urgency. We help close that gap.
1.0 3.0 2.0 2.0 0.5 1.0 1.0 1.4
3.0 4.0 4.0 4.25 2.25 2.4 5.5 1.0
5.0 6.0 2.0 5.0 5.0 4.4 5.5 8.0
7.0 8.5 7.25 3.2 4.4 3.3 4.0 4.9
9.5 9.2 9.2 5.8 9.5 8.9 8.75 4.5
8.5 pts. 6.2 pts. 7.2 pts. 3.8 pts. 9.0 pts. 7.9 pts. 7.75 pts. 7.0 pts.
Strategy &
Alignment
Awareness
of Customer
Design
Practices
Touchpoints
Performance
Measurement
CX Culture
CX Program
Communications
Platforms,
Frameworks
& Models
We surveyed 5 people in 5 representative departments on how well they
thought they were meeting customer needs based on these 8 dimensions.
What we found is what we believe is a significant answer to the question, “why aren’t we doing a
better job at serving the needs of our customers systematically, as a holistic organization.”
• No one is looking at the same picture, in the same way.
• CYA is rampant.
• Answers are biased and point to a business case for increased funding befitting specific agendas.
• There are varying degrees of proximity or separation from the true customer experience.
BOTTOM LINE: You cannot set out to fix what you don’t understand to be broken.
ANSWER: Custom designed CX Maturity Assessments administered more strategically.
Max Disparity

11. The CX Compass helps each organization take actionable intelligence from the
CX Flight Check so they can set the right direction or CX Flight Path.
The direction defines the CX Program Strategy and Operations approach.
Customer Experience Programs
CX PILOTS
11

12. Customer Experience Program Management
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Share customer
experience strategy
with all employees.
Define a customer
experience strategy
that describes the
intended customer
experience.
Align the strategy
with overall
company strategy.
Align the strategy
with the company's
brand attributes.
Establish social
channel strategy.
Solicit customer
feedback about their
experiences through
surveys and/or
interviews.
Collect unsolicited
customer feedback
(e.g., by mining
calls, emails, or
social media
posts).
Gather employees
input re: their
experiences with
customers.
Evaluate employee
roles in delivering
the customer
experience.
Conduct
observational
research studies in
customers' natural
environment.
Analyze customer
insights to identify
key customer pain
points and
opportunities.
Analyze customer
insight from different
organizational
boundaries to identify
disparity.
Document
customer
understanding in a
way that is easy
for employees to
understand and
use.
Create
customer
personas.
Create
customer
journey maps/
atlases.
Create role-based
voice of the
customer reports.
Freely distribute CX
documentation via
training sessions.
Use iterative
ideation,
prototyping, and
evaluation as part
of the experience
design process.
Define/redefine an
agile customer
experience design
process.
Evaluate company’s
ability to design to
meet customer
experiences.
Evaluate how to
respond when a new
experience is
introduced or an
existing experience is
changed.
Conduct customer
experience strategy
town hall meetings
with all employees.
Start and staff a CX
Center of
Excellence.
Gain Executive-level
sponsorship for the
company’s focus on
customer
experience.
Identify how to
integrate CX into
company
performance
measurement.
Define/redefine
customer
experience design
requirements
standards.
Use Awareness of
Customer
deliverables to
define CX project
requirements.
Map the existing
customer
experience
ecosystem.
Identify
interdependencies
among people,
processes, & tech
that shape
interactions with
customers.
Engage customers,
partners, employees
as part of the
experience design
process (e.g., co-
creation).
Couple UX and CX
practices to ensure
alignment between
design for individuals
and groups.
Publish ideation /
prototyping, on an
internal employee
blog to gain wide-
reaching
feedback.
Publish & distribute
CX outcome reports/
access to
dashboards on CX
blog.
Define a customer
experience quality
framework that
aligns with how
customers judge an
experience.
Roll-out CX
Quality Framework
consistently across
the organization
(e.g., channels, lines
of business).
Illustrate how each
group, role, and
individual contributes
to customer
experience quality.
Define the subsets
of customer
experience
metrics.
Measure how
customers
perceive their
experiences with
the organization.
Collect descriptive
metrics about each
experience that
provide context for
customer
perceptions.
Analyze CX
metrics for
differences in
experience quality
per key segments.
Analyze CX metrics
for differences in
experience quality
per key tasks.
Analyze CX
metrics for
differences in
experience quality
per key aspects of
CX.
Share customer
experience metrics
and models with all
employees.
Model the
relationship between
drivers of CX quality /
customer perceptions
of their experiences/
business outcomes.
Conduct CX
performance
training sessions to
employees.
Adjust the design
for new experience
reflecting change
via policy, process,
product, technology.
Define a consistent
set of customer
experience standards
across the
organization.
Align the customer
experience strategy
to project evaluation,
funding &
prioritization
decisions.
Maintain a dedicated
queue of customer
experience
improvement
projects.
Integrate CX
criterion into policy,
processes,
technology, and
communications
decisions.
Adjust CX program
tactics or resource
allocations based
on outcomes.
Review CX program
status and metrics
regularly to monitor
progress toward
meeting business
goals.
Assign role-
specific CX
management tasks
to employees as a
requirement of
their positions.
Evaluate employee
performance
against role-
specific customer
experience
metrics.
Coordinate across
groups that share
responsibility for a
given experience.
Tie raises,
bonuses,
promotions to
performance on
CX metrics.
Screen candidates
for customer-
centric values as
part of the hiring
and selection
process.
Screen new hires
for specific
strategic CX
skills skills.
Train employees to
deliver on their part
of the organization's
customer
experience strategy.
Communicate the
importance of CX
to every
constituent.
Collect and share
stories of customer
experience best
practices across the
employee base.
Reinforce the
importance of
customer experience
and what it takes to
deliver it.
Use informal
rewards and
celebrations to
highlight exemplary
customer-centric
behavior.
Share customer
understanding
with all
employees.
Create an
internal CX CoE
Blog.
Publish customer
personas and
journey maps with
directions and
explanations.
Create an
internal CX
content strategy.
Write blog articles
from UX & CX
designers about
how to design for
experiences.
Establish User-
Centered Design
Approach
Research viability
of channel
penetration.
Map total channel
ecosystem.
Refine Web
analytics
ecosystem.
Develop Web
traffic
Acquisition
Model (SEO).
Develop social
listening/
connection
platform.
Distribute content
across relevant
channels.
Develop mobile-
specific channel
strategy.
Develop channel-
relative patterns of
content re-use.
Develop strong
bridges between
online and offline
channels.
Develop channel
measurement
approach.
Persistently
measure
performance of CX
and content per
channel.
Publish video blog
post from
executive about
the importance of
CX.
Publish CX
employees
interviews about
impact of CX on
their roles.
Hold all
employee town
hall from
executives and
CX lead about
progress.
Publish videos
demonstrating
how CX,
Leadership & IT
are coming
together.
Publish ongoing
progress of CX
program to
illustrate
momentum.
Publish CX
employees
interviews about
impact of CX on
their roles.
Hold all
employee town
hall recognizing
key employees
in advancing CX.
Publish videos
demonstrating
how leadership is
using CX to
measure company
performance.
Publish ongoing
progress of CX
program to
illustrate
momentum.
Develop Content
Operations model
(Strategy, creation,
activation).
Develop
campaign
management
platform.
Establish Email
marketing
program.
Integrate user
tracking/interaction
platform.
Integrate
e-commerce
into CX.
Track campaign
performance (ROMI).
Develop
community
management
platform.
Establish end-to-
end personalization
framework.
Create content
consumption
tracking model.
Establish
testing
sandbox.
Integrate
marketing
automation
framework.
Develop central
hub for user
profile data.
Build up
customer profile
data (on-offline).
Develop internal
alerts (KPI
reflexes).
Develop predictive
analytics
(business
intelligence)
capability.
Automate
decision
priorities (CTAs,
promotions).
Train employees to
get involved in
social media to
expand company’s
reach.
Create internal
employee CX
advisory board.
Create an employee
rotation program that
cross trains people
on key CX roles.
Develop a CX
Knowledge base.
Hold open-
enrollment classes
for employees to
gain training on
CX measurement.
Develop a
collective ambition
program around
CX.
Customer Experience Programs
CX PILOTS
CX Flight Check :: The Total CX Program Ecosystem
12
Professional / Financial
Services Example

13. Share customer
experience strategy
with all employees.
Define a customer
experience strategy
that describes the
intended customer
experience.
Align the strategy
with overall
company strategy.
Align the strategy
with the company's
brand attributes.
Conduct customer
experience strategy
town hall meetings
with all employees.
Start and staff a CX
Center of
Excellence.
Gain Executive-level
sponsorship for the
company’s focus on
customer
experience.
Identify how to
integrate CX into
company
performance
measurement.
Customer Experience Programs
CX PILOTS
Strategy & Alignment
•Define a customer experience strategy that describes the intended customer experience.
•Align the strategy with overall company strategy.
•Align the strategy with the company's brand attributes.
•Gain Executive-level sponsorship for the company’s focus on customer experience.
•Conduct customer experience strategy town hall meetings with all employees.
•Share customer experience strategy with all employees.
•Identify how to integrate CX into company performance measurement.
•Start and staff a CX Center of Excellence
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
13

14. Customer Experience Programs
CX PILOTS
Awareness of Customer
•Solicit customer feedback about their experiences through surveys and/or interviews.
•Collect unsolicited customer feedback (e.g., by mining calls, emails, or social medCollect
unsolicited customer feedback (e.g., by mining calls, emails, or social media posts).
•Gather employees input re: their experiences with customers.
•Evaluate employee roles in delivering the customer experience.
•Conduct observational research studies in customers' natural environment.
•Analyze customer insights to identify key customer pain points and opportunities.
•Analyze customer insight from different organizational boundaries to identify disparity.
•Document customer understanding in a way that is easy for employees to understand and use.
•Create customer personas.
•Create customer journey maps/atlases.
•Create role-based voice of the customer reports.
•Freely distribute CX documentation via training sessions.
Solicit customer
feedback about their
experiences through
surveys and/or
interviews.
Collect unsolicited
customer feedback
(e.g., by mining
calls, emails, or
social media
posts).
Gather employees
input re: their
experiences with
customers.
Evaluate employee
roles in delivering
the customer
experience.
Conduct
observational
research studies in
customers' natural
environment.
Analyze customer
insights to identify
key customer pain
points and
opportunities.
Analyze customer
insight from different
organizational
boundaries to identify
disparity.
Document
customer
understanding in a
way that is easy
for employees to
understand and
use.
Create
customer
personas.
Create
customer
journey maps/
atlases.
Create role-based
voice of the
customer reports.
Freely distribute CX
documentation via
training sessions.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
14

15. Customer Experience Program Management
Customer Experience Programs
CX PILOTS
CX Compass
Design Practices
•Evaluate company’s ability to design to meet customer experiences.
•Define/redefine customer experience design requirements standards.
•Define/redefine an agile customer experience design process.
•Evaluate how to respond to a new experience or change an existing experience.
•Use Awareness of Customer deliverables to define CX project requirements.
•Identify interdependencies among people, processes, & tech shaping customer interactions.
•Establish User-Centered Design Approach.
•Engage customers, partners, employees in the experience design process (e.g., co-creation).
•Map the existing customer experience ecosystem.
•Couple UX and CX practices to ensure alignment between design for individuals and groups.
•Use iterative ideation, prototyping, and evaluation as part of the experience design process.
•Make new experience design adjustments reflecting change (policy, process, product, tech).
•Publish ideation /prototyping, on an internal employee blog to gain wide-reaching feedback.
Use iterative
ideation,
prototyping, and
evaluation as part
of the experience
design process.
Define/redefine an
agile customer
experience design
process.
Evaluate company’s
ability to design to
meet customer
experiences.
Evaluate how to
respond when a new
experience is
introduced or an
existing experience is
changed.
Define/redefine
customer
experience design
requirements
standards.
Use Awareness of
Customer
deliverables to
define CX project
requirements.
Map the existing
customer
experience
ecosystem.
Identify
interdependencies
among people,
processes, & tech
that shape
interactions with
customers.
Engage customers,
partners, employees
as part of the
experience design
process (e.g., co-
creation).
Couple UX and CX
practices to ensure
alignment between
design for individuals
and groups.
Publish ideation /
prototyping, on an
internal employee
blog to gain wide-
reaching
feedback.
Establish User-
Centered Design
Approach
Adjust the design
for new experience
reflecting change
via policy, process,
product, technology.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
15

16. Customer Experience Programs
CX PILOTS
Touchpoints and Channels
•Research viability of channel penetration.
•Map total channel ecosystem.
•Establish social channel strategy.
•Develop mobile-specific channel strategy.
•Develop social listening/connection platform.
•Distribute content across relevant channels.
•Develop Web traffic Acquisition Model (SEO).
•Develop channel-relative patterns of content re-use.
•Develop strong bridges between online and offline channels.
•Develop channel measurement approach.
•Persistently measure performance of CX and content per channel.
Establish social
channel strategy.
Research viability
of channel
penetration.
Map total channel
ecosystem.
Develop Web
traffic
Acquisition
Model (SEO).
Develop social
listening/
connection
platform.
Distribute content
across relevant
channels.
Develop mobile-
specific channel
strategy.
Develop channel-
relative patterns of
content re-use.
Develop strong
bridges between
online and offline
channels.
Develop channel
measurement
approach.
Persistently
measure
performance of CX
and content per
channel.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
16

17. Customer Experience Programs
CX PILOTS
Performance Measurement
•Define a customer experience quality framework that aligns with how customers judge an experience.
•Roll-out CX Quality Framework consistently across the organization (e.g., channels, lines of business).
•Illustrate how each group, role, and individual contributes to customer experience quality.
•Measure how customers perceive their experiences with the organization.
•Define the subsets of customer experience metrics.
•Collect descriptive metrics about each experience that provide context for customer perceptions.
•Analyze CX metrics for differences in experience quality per key aspects of CX.
•Analyze CX metrics for differences in experience quality per key segments.
•Conduct CX performance training sessions to employees.
•Analyze CX metrics for differences in experience quality per key tasks.
•Model the relationship between drivers of CX quality /customer perceptions of their experiences/
business outcomes.
•Publish & distribute CX outcome reports/ access to dashboards on CX blog.
•Share customer experience metrics and models with all employees.
Publish & distribute
CX outcome reports/
access to
dashboards on CX
blog.
Define a customer
experience quality
framework that
aligns with how
customers judge an
experience.
Roll-out CX
Quality Framework
consistently across
the organization
(e.g., channels, lines
of business).
Illustrate how each
group, role, and
individual contributes
to customer
experience quality.
Define the subsets
of customer
experience
metrics.
Measure how
customers
perceive their
experiences with
the organization.
Collect descriptive
metrics about each
experience that
provide context for
customer
perceptions.
Analyze CX
metrics for
differences in
experience quality
per key segments.
Analyze CX metrics
for differences in
experience quality
per key tasks.
Analyze CX
metrics for
differences in
experience quality
per key aspects of
CX.
Share customer
experience metrics
and models with all
employees.
Model the
relationship between
drivers of CX quality /
customer perceptions
of their experiences/
business outcomes.
Conduct CX
performance
training sessions to
employees.
Refine Web
analytics
ecosystem.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
17

18. Customer Experience Programs
CX PILOTS
Governance
•Define a consistent set of customer experience standards across the organization.
•Align the customer experience strategy to project evaluation, funding & prioritization
decisions.
•Integrate CX criterion into policy, processes, technology, and communications
decisions.
•Review CX program status and metrics regularly to monitor progress toward meeting
business goals.
•Adjust CX program tactics or resource allocations based on outcomes.
•Maintain a dedicated queue of customer experience improvement projects.
•Assign role-specific CX management tasks to employees as a requirement of their
positions.
•Evaluate employee performance against role-specific customer experience metrics.
•Coordinate across groups that share responsibility for a given experience.
Define a consistent
set of customer
experience standards
across the
organization.
Align the customer
experience strategy
to project evaluation,
funding &
prioritization
decisions.
Maintain a dedicated
queue of customer
experience
improvement
projects.
Integrate CX
criterion into policy,
processes,
technology, and
communications
decisions.
Adjust CX program
tactics or resource
allocations based
on outcomes.
Review CX program
status and metrics
regularly to monitor
progress toward
meeting business
goals.
Assign role-
specific CX
management tasks
to employees as a
requirement of
their positions.
Evaluate employee
performance
against role-
specific customer
experience
metrics.
Coordinate across
groups that share
responsibility for a
given experience.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
18

19. Customer Experience Programs
CX PILOTS
CX Culture
•Screen candidates for customer-centric values as part of the hiring and selection process.
•Screen new hires for specific strategic CX skills skills.
•Train employees to deliver on their part of the organization's customer experience strategy.
•Communicate the importance of CX to every constituent.
•Collect and share stories of customer experience best practices across the employee base.
•Develop a collective ambition program around CX.
•Hold open-enrollment classes for employees to gain training on CX measurement.
•Tie raises, bonuses, promotions to performance on CX metrics.
•Reinforce the importance of customer experience and what it takes to deliver it.
•Use informal rewards and celebrations to highlight exemplary customer-centric behavior.
•Train employees to get involved in social media to expand company’s reach.
•Create internal employee CX advisory board.
•Create an employee rotation program that cross trains people on key CX roles.
Tie raises,
bonuses,
promotions to
performance on
CX metrics.
Screen candidates
for customer-
centric values as
part of the hiring
and selection
process.
Screen new hires
for specific
strategic CX
skills skills.
Train employees to
deliver on their part
of the organization's
customer
experience strategy.
Communicate the
importance of CX
to every
constituent.
Collect and share
stories of customer
experience best
practices across the
employee base.
Reinforce the
importance of
customer experience
and what it takes to
deliver it.
Use informal
rewards and
celebrations to
highlight exemplary
customer-centric
behavior.
Train employees to
get involved in
social media to
expand company’s
reach.
Create internal
employee CX
advisory board.
Create an employee
rotation program that
cross trains people
on key CX roles.
Hold open-
enrollment classes
for employees to
gain training on
CX measurement.
Develop a
collective ambition
program around
CX.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
19

20. Customer Experience Programs
CX PILOTS
CX Program Communications
•Publish CX employees interviews about impact of CX on their roles.
•Publish videos demonstrating how CX, Leadership & IT are coming together.
•Publish ongoing progress of CX program to illustrate momentum.
•Hold all employee town hall recognizing key employees in advancing CX.
•Publish videos demonstrating how leadership is using CX to measure company
performance.
•Publish ongoing progress of CX program to illustrate further, ongoing
momentum.
Share customer
understanding
with all
employees.
Create an
internal CX CoE
Blog.
Publish customer
personas and
journey maps with
directions and
explanations.
Create an
internal CX
content strategy.
Write blog articles
from UX & CX
designers about
how to design for
experiences.
Publish video blog
post from
executive about
the importance of
CX.
Publish CX
employees
interviews about
impact of CX on
their roles.
Hold all
employee town
hall from
executives and
CX lead about
progress.
Publish videos
demonstrating
how CX,
Leadership & IT
are coming
together.
Publish ongoing
progress of CX
program to
illustrate
momentum.
Publish CX
employees
interviews about
impact of CX on
their roles.
Hold all
employee town
hall recognizing
key employees
in advancing CX.
Publish videos
demonstrating
how leadership is
using CX to
measure company
performance.
Publish ongoing
progress of CX
program to
illustrate
momentum.
•Create an internal CX CoE Blog.
•Share customer understanding with all employees.
•Create an internal CX content strategy.
•Publish customer personas and journey maps with directions and
explanations.
•Write blog articles from UX & CX designers about how to design for
experiences.
•Publish video blog post from executive about the importance of CX.
•Hold all employee town hall from executives and CX lead about
progress.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
20

21. Customer Experience Programs
CX PILOTS
Platforms, Frameworks & Models
•Create content consumption tracking model.
•Develop central hub for user profile data.
•Build up customer profile data (on-offline).
•Establish testing sandbox.
•Develop internal alerts (KPI reflexes).
•Integrate marketing automation framework.
•Develop predictive analytics (business intelligence) capability.
•Develop a CX Knowledge base.
•Automate decision priorities (CTAs, promotions).
•Develop Content Operations model (Strategy, creation, activation).
•Develop campaign management platform.
•Establish Email marketing program.
•Integrate user tracking/interaction platform.
•Develop community management platform.
•Establish end-to-end personalization framework.
•Track campaign performance (ROMI).
•Integrate e-commerce into CX.
Develop Content
Operations model
(Strategy, creation,
activation).
Develop
campaign
management
platform.
Establish Email
marketing
program.
Integrate user
tracking/interaction
platform.
Integrate
e-commerce
into CX.
Track campaign
performance (ROMI).
Develop
community
management
platform.
Establish end-to-
end personalization
framework.
Create content
consumption
tracking model.
Develop central
hub for user
profile data.
Build up
customer profile
data (on-offline).
Develop internal
alerts (KPI
reflexes).
Develop predictive
analytics
(business
intelligence)
capability.
Automate
decision
priorities (CTAs,
promotions).
Establish
testing
sandbox.
Integrate
marketing
automation
framework.
Develop a CX
Knowledge base.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
CX Compass
21

22. Customer Experience Program Management
Customer Experience Programs
CX PILOTS
Share customer
experience strategy
with all employees.
Define a customer
experience strategy
that describes the
intended customer
experience.
Align the strategy
with overall
company strategy.
Align the strategy
with the company's
brand attributes.
Establish social
channel strategy.
Solicit customer
feedback about their
experiences through
surveys and/or
interviews.
Collect unsolicited
customer feedback
(e.g., by mining
calls, emails, or
social media
posts).
Gather employees
input re: their
experiences with
customers.
Evaluate employee
roles in delivering
the customer
experience.
Conduct
observational
research studies in
customers' natural
environment.
Analyze customer
insight from different
organizational
boundaries to identify
disparity.
Document
customer
understanding in a
way that is easy
for employees to
understand and
use.
Create
customer
personas.
Create
customer
journey maps/
atlases.
Create role-based
voice of the
customer reports.
Freely distribute CX
documentation via
training sessions.
Use iterative
ideation,
prototyping, and
evaluation as part
of the experience
design process.
Define/redefine an
agile customer
experience design
process.
Evaluate company’s
ability to design to
meet customer
experiences.
Evaluate how to
respond when a new
experience is
introduced or an
existing experience is
changed.
Conduct customer
experience strategy
town hall meetings
with all employees.
Start and staff a CX
Center of
Excellence.
Gain Executive-level
sponsorship for the
company’s focus on
customer
experience.
Identify how to
integrate CX into
company
performance
measurement.
Define/redefine
customer
experience design
requirements
standards.
Use Awareness of
Customer
deliverables to
define CX project
requirements.
Map the existing
customer
experience
ecosystem.
Identify
interdependencies
among people,
processes, & tech
that shape
interactions with
customers.
Engage customers,
partners, employees
as part of the
experience design
process (e.g., co-
creation).
Couple UX and CX
practices to ensure
alignment between
design for individuals
and groups.
Publish ideation /
prototyping, on an
internal employee
blog to gain wide-
reaching
feedback.
Publish & distribute
CX outcome reports/
access to
dashboards on CX
blog.
Define a customer
experience quality
framework that
aligns with how
customers judge an
experience.
Roll-out CX
Quality Framework
consistently across
the organization
(e.g., channels, lines
of business).
Illustrate how each
group, role, and
individual contributes
to customer
experience quality.
Define the subsets
of customer
experience
metrics.
Measure how
customers
perceive their
experiences with
the organization.
Collect descriptive
metrics about each
experience that
provide context for
customer
perceptions.
Analyze CX
metrics for
differences in
experience quality
per key segments.
Analyze CX metrics
for differences in
experience quality
per key tasks.
Analyze CX
metrics for
differences in
experience quality
per key aspects of
CX.
Share customer
experience metrics
and models with all
employees.
Model the
relationship between
drivers of CX quality /
customer perceptions
of their experiences/
business outcomes.
Conduct CX
performance
training sessions to
employees.
Adjust the design
for new experience
reflecting change
via policy, process,
product, technology.
Define a consistent
set of customer
experience standards
across the
organization.
Align the customer
experience strategy
to project evaluation,
funding &
prioritization
decisions.
Maintain a dedicated
queue of customer
experience
improvement
projects.
Integrate CX
criterion into policy,
processes,
technology, and
communications
decisions.
Adjust CX program
tactics or resource
allocations based
on outcomes.
Review CX program
status and metrics
regularly to monitor
progress toward
meeting business
goals.
Assign role-
specific CX
management tasks
to employees as a
requirement of
their positions.
Evaluate employee
performance
against role-
specific customer
experience
metrics.
Coordinate across
groups that share
responsibility for a
given experience.
Tie raises,
bonuses,
promotions to
performance on
CX metrics.
Screen candidates
for customer-
centric values as
part of the hiring
and selection
process.
Screen new hires
for specific
strategic CX
skills skills.
Train employees to
deliver on their part
of the organization's
customer
experience strategy.
Communicate the
importance of CX
to every
constituent.
Collect and share
stories of customer
experience best
practices across the
employee base.
Reinforce the
importance of
customer experience
and what it takes to
deliver it.
Use informal
rewards and
celebrations to
highlight exemplary
customer-centric
behavior.
Share customer
understanding
with all
employees.
Create an
internal CX CoE
Blog.
Publish customer
personas and
journey maps with
directions and
explanations.
Create an
internal CX
content strategy.
Write blog articles
from UX & CX
designers about
how to design for
experiences.
Establish User-
Centered Design
Approach
Research viability
of channel
penetration.
Map total channel
ecosystem.
Refine Web
analytics
ecosystem.
Develop Web
traffic
Acquisition
Model (SEO).
Develop social
listening/
connection
platform.
Distribute content
across relevant
channels.
Develop mobile-
specific channel
strategy.
Develop channel-
relative patterns of
content re-use.
Develop strong
bridges between
online and offline
channels.
Develop channel
measurement
approach.
Persistently
measure
performance of CX
and content per
channel.
Publish video blog
post from
executive about
the importance of
CX.
Publish CX
employees
interviews about
impact of CX on
their roles.
Hold all
employee town
hall from
executives and
CX lead about
progress.
Publish videos
demonstrating
how CX,
Leadership & IT
are coming
together.
Publish ongoing
progress of CX
program to
illustrate
momentum.
Publish CX
employees
interviews about
impact of CX on
their roles.
Hold all
employee town
hall recognizing
key employees
in advancing CX.
Publish videos
demonstrating
how leadership is
using CX to
measure company
performance.
Publish ongoing
progress of CX
program to
illustrate
momentum.
Develop Content
Operations model
(Strategy, creation,
activation).
Develop
campaign
management
platform.
Establish Email
marketing
program.
Integrate user
tracking/interaction
platform.
Integrate
e-commerce
into CX.
Track campaign
performance (ROMI).
Develop
community
management
platform.
Establish end-to-
end personalization
framework.
Create content
consumption
tracking model.
Establish
testing
sandbox.
Integrate
marketing
automation
framework.
Develop central
hub for user
profile data.
Build up
customer profile
data (on-offline).
Develop internal
alerts (KPI
reflexes).
Develop predictive
analytics
(business
intelligence)
capability.
Automate
decision
priorities (CTAs,
promotions).
Train employees to
get involved in
social media to
expand company’s
reach.
Create internal
employee CX
advisory board.
Create an employee
rotation program that
cross trains people
on key CX roles.
Develop a CX
Knowledge base.
Hold open-
enrollment classes
for employees to
gain training on
CX measurement.
Develop a
collective ambition
program around
CX.
Analyze customer
insights to identify
key customer pain
points and
opportunities.
CX Compass :: Module Selection Based on CX Flightcheck Outcome
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
22

23. Customer Experience Program Management
Customer Experience Programs
CX PILOTS
Share customer
experience strategy
with all employees.
Define a customer
experience strategy
that describes the
intended customer
experience.
Align the strategy
with overall
company strategy.
Align the strategy
with the company's
brand attributes.
Establish social
channel strategy.
Solicit customer
feedback about their
experiences through
surveys and/or
interviews.
Collect unsolicited
customer feedback
(e.g., by mining
calls, emails, or
social media
posts).
Gather employees
input re: their
experiences with
customers.
Evaluate employee
roles in delivering
the customer
experience.
Conduct
observational
research studies in
customers' natural
environment.
Analyze customer
insights to identify
key customer pain
points and
opportunities.
Create
customer
personas.
Create
customer
journey maps/
atlases.
Freely distribute CX
documentation via
training sessions.
Define/redefine an
agile customer
experience design
process.
Evaluate company’s
ability to design to
meet customer
experiences.
Evaluate how to
respond when a new
experience is
introduced or an
existing experience is
changed.
Identify how to
integrate CX into
company
performance
measurement.
Define/redefine
customer
experience design
requirements
standards.
Map the existing
customer
experience
ecosystem.
Define a customer
experience quality
framework that
aligns with how
customers judge an
experience.
Roll-out CX
Quality Framework
consistently across
the organization
(e.g., channels, lines
of business).
Define the subsets
of customer
experience
metrics.
Measure how
customers
perceive their
experiences with
the organization.
Define a consistent
set of customer
experience standards
across the
organization.
Align the customer
experience strategy
to project evaluation,
funding &
prioritization
decisions.
Maintain a dedicated
queue of customer
experience
improvement
projects.
Adjust CX program
tactics or resource
allocations based
on outcomes.
Train employees to
deliver on their part
of the organization's
customer
experience strategy.
Communicate the
importance of CX
to every
constituent.
Share customer
understanding
with all
employees.
Create an
internal CX CoE
Blog.
Establish User-
Centered Design
Approach
Research viability
of channel
penetration.
Map total channel
ecosystem.
Refine Web
analytics
ecosystem.
Develop social
listening/
connection
platform.
Develop mobile-
specific channel
strategy.
Develop Content
Operations model
(Strategy, creation,
activation).
Develop
campaign
management
platform.
Develop a CX
Knowledge base.
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
CX Compass :: Module Selection Based on CX Flightcheck Outcome
23

24. Customer Experience Programs
CX PILOTS
Share customer
experience strategy
with all employees.
Define a customer
experience strategy
that describes the
intended customer
experience.
Align the strategy
with overall
company strategy.
Align the strategy
with the company's
brand attributes.
Establish social
channel strategy.
Solicit customer
feedback about their
experiences through
surveys and/or
interviews.
Collect unsolicited
customer feedback
(e.g., by mining
calls, emails, or
social media
posts).
Gather employees
input re: their
experiences with
customers.
Evaluate employee
roles in delivering
the customer
experience.
Analyze customer
insights to identify
key customer pain
points and
opportunities.
Create
customer
personas.
Create
customer
journey maps/
atlases.
Freely distribute CX
documentation via
training sessions.
Define/redefine an
agile customer
experience design
process.
Evaluate company’s
ability to design to
meet customer
experiences.
Evaluate how to
respond when a new
experience is
introduced or an
existing experience is
changed.
Identify how to
integrate CX into
company
performance
measurement.
Define/redefine
customer
experience design
requirements
standards.
Map the existing
customer
experience
ecosystem.
Define a customer
experience quality
framework that
aligns with how
customers judge an
experience.
Roll-out CX
Quality Framework
consistently across
the organization
(e.g., channels, lines
of business).
Define the subsets
of customer
experience
metrics.
Measure how
customers
perceive their
experiences with
the organization.
Define a consistent
set of customer
experience standards
across the
organization.
Align the customer
experience strategy
to project evaluation,
funding &
prioritization
decisions.
Maintain a dedicated
queue of customer
experience
improvement
projects.
Adjust CX program
tactics or resource
allocations based
on outcomes.
Train employees to
deliver on their part
of the organization's
customer
experience strategy.
Communicate the
importance of CX
to every
constituent.
Share customer
understanding
with all
employees.
Create an
internal CX CoE
Blog.
Establish User-
Centered Design
Approach
Research viability
of channel
penetration.
Map total channel
ecosystem.
Refine Web
analytics
ecosystem.
Develop social
listening/
connection
platform.
Develop mobile-
specific channel
strategy.
Develop Content
Operations model
(Strategy, creation,
activation).
Develop
campaign
management
platform.
Develop a CX
Knowledge base.
Phase One Phase Two Phase Three Support Phase
CX Compass :: Phased, Modular Program Development
Strategy & Alignment
Awareness of Customer
Design Practices
Touchpoints
Performance Measurement
Governance
CX Culture
CX Program Communications
Platforms, Frameworks & Models
Customer Experience Program Management
24

25. If you are a Customer
Experience leader in
your company and you
want to learn about an
exciting new way to
approach cost, speed,
risk, effectiveness and
engagement in CX
within your
organization, we would
be happy to start a
dialog with you.
Customer Experience Programs
CX PILOTS
Chief Customer Officer
VP-Customer Experience
VP-Client Services
VP-Customer Satisfaction & Quality
VP-Customer Operations
VP-Global Client Insight
SVP-Customer Success
VP-Customer Care & Support
VP-Sales Ops & Business Development
Head of Quality & Planning
Director-Customer Experience
Director-Customer Experience Specialists
Director-Customer Advocacy
Director-Global Client Insight
Director-Customer Marketing
Director-Strategic Products
Manager- Customer Experience
Manager-Segment Analytics & Loyalty
Manager- Customer Loyalty Development
Manager-Customer Marketing
Manager-Customer Voice
CRM Department Leader
Customer Experience Lead
Customer Engagement Champion
Manager of Customer Excellence Deployment
OurClientsAre:
25

26. Customer Experience Programs
CX PILOTS
About CX Pilots
Follow Us On
CX Pilots is a new voice, idea and approach to CX programs. Our strategic approach helps the C-Suite down to the front line, close the gap between the organization and its customer while lowering the cost of
CX Program implementation. 100% of CX Pilot’s program implementations decrease the risk inherent in embedding Customer-centricity into the organizations while speeding up the cycle time to start seeing quick
wins. We are momentum-builders who know how to create internal coalitions, eliminate program and adoption friction by partnering with leadership on the goals and initiative execution, and engage employees
in incremental digestible change programs and that ultimately yield critical CX outcomes. CX Pilots predicates is success on more meaningful, in-depth and precise CX Maturity assessments that are built custom to
each organization.
CXPILOTS.COM Copyright © 2016. CX Pilots, Inc. All rights reserved. 041616
26

27. Modular Customer Experience Pilot Programs
CX PILOTS
©CX PILOTS
cxpilots.com
Steven Keith, CX Program Architect
steven@cxpilots.com
(919) 771-5219
27
Low Risk Quick CX Wins Designed for Your Organization