Integrating the 6 CCXP Competencies
Worksheets
Advanced training for Certified Customer Experience Professionals
Leapfrog norms: common practices are not always best practices!
This course was created independently by ClearAction
How do these 6 CCXP competencies “fit” together?
1. Is the importance of these 6 competencies
equally weighted?
•
How would you divide 100 chips among
them to indicate their relative importance?
•
Which ones are strongest in your company?
Why?
2. Are they driven by different people independently?
•
How well are they integrated? Why?
3. Do you have a model for how they should be implemented or a roadmap in place to grow their
maturity in your company?
•
Why?
© 2016 ClearAction LLC. All Rights Reserved.
Customer experience management today
1. Are these CXM efforts centrally managed or coordinated in your company? Why?
2. What effect does that have on CXM actually creating siloed experiences for customers?
© 2016
2015 ClearAction LLC. All Rights Reserved.
Struggling with CX Transformation & ROI
1. What is your company’s VoC maturity level today?
2. How long have your VoC efforts been underway?
3. What have been the primary roadblocks to moving upward to the Collaborator and Transformer
levels?
© 2016 ClearAction LLC. All Rights Reserved.
Starting with VoC
Speed Stick Cost
ROI
Word of mouth
Market share
f
Share of wallet
Relationship strength

Speed - Estimate how quickly you saw positive change in these 4 areas as a result of VoC:

Stick - Estimate how long these positive results endure before it is necessary to make recurring
or additional investments in VoC:

Cost - Estimate how much your company invested in capital, expenses, staffing and collective
effort to achieve these results:

ROI - Estimated the value of the positive results in word of mouth, market share, share of wallet,
and relationship strength:
© 2016 ClearAction LLC. All Rights Reserved.
Starting with Design
Speed Stick Cost
ROI
Word of mouth
Market share
f
Share of wallet
Relationship strength

Speed - Estimate how quickly you saw positive change in these 4 areas as a result of Design:

Stick - Estimate how long these positive results endure before it is necessary to make recurring
or additional investments in Design:

Cost - Estimate how much your company invested in capital, expenses, staffing and collective
effort to achieve these results:

ROI - Estimated the value of the positive results in word of mouth, market share, share of wallet,
and relationship strength:
© 2016 ClearAction LLC. All Rights Reserved.
Starting with Service
Speed Stick Cost
ROI
Word of mouth
Market share
f
Share of wallet
Relationship strength

Speed - Estimate how quickly you saw positive change in these 4 areas as a result of Service:

Stick - Estimate how long these positive results endure before it is necessary to make recurring
or additional investments in Service:

Cost - Estimate how much your company invested in capital, expenses, staffing and collective
effort to achieve these results:

ROI - Estimated the value of the positive results in word of mouth, market share, share of wallet,
and relationship strength:
© 2016 ClearAction LLC. All Rights Reserved.
Starting with Loyalty
Speed Stick Cost
ROI
Word of mouth
Market share
f
Share of wallet
Relationship strength

Speed - Estimate how quickly you saw positive change in these 4 areas as a result of Loyalty:

Stick - Estimate how long these positive results endure before it is necessary to make recurring
or additional investments in Loyalty:

Cost - Estimate how much your company invested in capital, expenses, staffing and collective
effort to achieve these results:

ROI - Estimated the value of the positive results in word of mouth, market share, share of wallet,
and relationship strength:
© 2016 ClearAction LLC. All Rights Reserved.
How well does your company fit this model?
1. How well does your VoC provide customer expectation insights that can shape every department’s
strategy, processes, products & services?
2. How well does your VoC provide customer satisfaction insights every department can act upon?
3. How well are your company’s top executives (a) unified behind customer expectations from VoC to
shape every department’s processes, & (b) adjusting their responsibility & resourcing accordingly?
© 2016 ClearAction LLC. All Rights Reserved.
How well does your company fit this model?
4. How is your company using VoC to guide their work, for (a) planning their strategy & tactics,
& (b) acting to celebrate & replicate successes & (c) correcting mis-steps?
5. How well is your company using VoC to guide their work for (a) executing strategy & tactics,
& (b) checking whether things are effective?
© 2016 ClearAction LLC. All Rights Reserved.
How well does your company fit this model?
6. How well are all the departments in your company (a) using customer expectations insights to shape
processes, policies, products & services, & (b) using customer satisfaction to monitor performance
management?
7. How well do your company’s key performance indicators & balanced scorecards (a) shape profitable
customer-centricity improvements that are (b) confirmed by customers as such?
© 2016 ClearAction LLC. All Rights Reserved.
What are some ways you might influence others in your company to embrace these principles?
© 2016 ClearAction LLC. All Rights Reserved.
What are some ways you might influence others in your company to embrace these principles?
© 2016 ClearAction LLC. All Rights Reserved.
What are some ways you might influence others in your company to embrace these principles?
© 2016 ClearAction LLC. All Rights Reserved.
What are some ways you might influence others in your company to embrace these principles?
© 2016 ClearAction LLC. All Rights Reserved.
What are some ways you might influence others in your company to embrace these principles?
© 2016 ClearAction LLC. All Rights Reserved.
Agenda
1) Why is it important to integrate the 6 competencies?
2) What are implications of the starting point for CXM?
3) What is the natural interplay of the 6 CCXP competencies?
4) How can we start integrating the 6 competencies?
© 2016 ClearAction LLC. All Rights Reserved.
Review your notes
1) Which competencies are strongest in your company?
Who are they driven by?
2) What is your company’s VoC maturity level today?
What have been the primary roadblocks to moving upward to the Collaborator & Transformer levels?
3) What results are you achieving?
Speed
Stick
Cost
ROI
Word of mouth
Market share
f
Share of wallet
Relationship strength
4) What is your maturity in the 6 competencies?
VoC shaping
f the biz
Strategy
f
Culture
f
Adoption
f
Design
f
Metrics
f
f
f
f
f
f
f
5) What insights do you have about CXM’s natural flow for value creation?
Setting the stage
for value
f
Directing value
creation
f
Empowering value
creation
f
Celebrating value
creation
f
f
f
f
f
© 2016 ClearAction LLC. All Rights Reserved.
Integrating the 6 competencies
6 Competencies
What we can build on
Embed in our DNA
VoC, Intelligence, CLV
Strategy
Culture
Adoption & Accountability
Design & Improvement
Metrics & ROI
Speed
Word of mouth
Market share
Share of wallet
© 2016 ClearAction LLC. All Rights Reserved.
Relationship strength
f
Stick
Cost
ROI
Customers will reward
Roadmap for the 6 competencies
Year 1
VoC, Intelligence, CLV
Strategy
Culture
Adoption & Accountability
Design & Improvement
Metrics & ROI
© 2016 ClearAction LLC. All Rights Reserved.
Year 2
Year 3
Year 4
Year 5
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization
Contact:
tel +1 408 687 9700
[email protected]
ClearActionCX.com