This model helps marketing leaders (CMOs, VPs and Directors of Sales and Content Marketing Operations) understand how to build a successful Customer Experience playbook based on Seven Core Competencies of CX mastery. It focuses on a) how to understand customers better through data, b) how to develop a publishing mindset, c) how to move toward personalization, d) how to elevate content, e) how to engage employees, f) how to become more agile, g) how to simplify change.

1. Improve the Organization’s Customer Experience Quotient (CXQ).the goal
UNDERSTAND
CUSTOMERS
BETTER
DEVELOPA
PUBLISHING
MINDSET
MOVETOWARD
PERSONALIZATION
ENGAGE
EMPLOYEES
BEAGILE
ELEVATE
CONTENT
SIMPLIFYCHANGE
CMOs have to
develop internal
systems to know who
their customers really
are through smarter,
faster and more
complete data and
research. They need
to build centralized
customer data
systems to feed the
change toward CX.
CMOs have to
develop a publishing
mindset and platform
so that they can take
the customer research
and create value and
meaning from it in an
agile content system
that was always on.
CMOs have to develop
personalization and pre-
personalization models
so that the actions/
reactions per touchpoint/
engagement are
contextual and the
messages they’re
sending and content
they’re publishing
resonates clearly on
more of an individual
level and in the most
measurable way.
CMOs have to learn
how to activate or
distribute their content
in ways that
maximizes the right
coverage at the right
times. They need to
put more power
behind getting content
to individuals instead
of massive segments.
CMOs need to make
employees excited
about the change by
relentlessly
communicating with
them and empowering
them to take on greater
accountability. Get them
to understand and own
more of the process by
collectivizing their
ambition.
CMOs need to be
looking for agile
approaches to get
more done in less
time with fewer
resources by focusing
on broader ranges of
accountability and
intelligent speed.
CMOs have to change
and the way they’ve
been attaining results
because they’re
simply not organized
to achieve the
outcomes that mobile
and social multiplied
by measurable and
manageable can now
achieve.
the play
what it
means
top 3
questions
to ask
What exactly do we
need to know about
our customers?
What systems will
help us centralize
customer data
enabling the most
actionable outcomes?
What is the smartest
process that will allow
us to convert
persistent data
capture into better
customer
experiences?
How do we develop a
publishing process
that will accelerate the
conversion of
customer data into
content?
How will this
fundamentally change
the way we use
content to engage with
customers today?
How will we know
when the publishing
model is working and
how will we measure
the performance of the
publishing framework?
The CMOʼs Customer Experience Program Playbook
What do we need to
know in order to enable
more individualized
experiences?
How can we build the
most powerful
federated “person-level”
profile gathered from
across multiple touch
points and interactions?
How will we know when
our approach to
personalization is
building meaningful
customer relationships
based on better
experiences?
How can we increase
the perceived value and
relevance of our
content?
How can we best
measure the
performance of our
content?
How can we quickly
ramp our personalized
content delivery in way
that won’t cripple our
scarce resources?
Who needs to be
involved in a successful
CX Program?
How can we improve
the effect of our internal
communications to
engage a broader
population of
employees?
How can an effort like
this be used to collect
the ambitions of more
employees to elevate
their interest and
passion in CX?
How should we
prioritize the
components of the CX
Program so that we can
begin to feel the effects
of its quickest wins?
How can we change
our processes so that
we are constantly
accelerating the cycle
time from customer
data to outcome?
How do we shift from
job role to team/tribe
accountability to get
more people thinking
more collectively
toward quicker positive
outcomes?
How should we be
organized to be more
successful?
What processes can we
change or remove that
will make our CX
Program more
successful?
How can we
systematically identify
complexity, points of
friction and obstacles
and do the work to
remove them?
@stevenkeith