Understanding the value of CX doesn’t ensure that companies will make the right investments in CX. You need to use the data to create a compelling story for senior management, explaining the importance of making investments in CX. Here’s some advice to help you make the case:
UNDERSTAND YOUR AUDIENCE.
Before making any “pitch” for funding, make sure you understand what your audience cares about. Who are the decision makers and what are they currently most worried or excited about? Your presentation should address how an investment in CX will address their needs, not just deliver some ROI.
ENLIST YOUR CFO.
You may have the brightest business analysts in the world on your team, but if the CFO’s team is not involved then they’ll always question your financial models and assumptions.
USE EXISTING METRICS.
Try to make your case based on the business metrics that the company already uses—it will make it easier for people to understand and will help you earn their buy-in.
Resist the temptation to use the high end of estimates for potential benefits. While the results may seem more compelling, they will also be harder to defend.
CREATE A SIMPLE STORY.
People tend to remember very simple storylines, so make sure that you organize your results in a way that is easy for people to understand.