They fail in execution. To execute a successful CX optimization program it’s important to create a strategy that’s based on data and research, create the roadmap and tactical connection between activities, and measure key metrics. Some of the most common reasons why CX programs fail are because:
Work isn’t aligned and connected with overall business goals.
People make changes without running a test to validate the idea first.
Test hypothesizes aren’t based on real insights from data or research.
No systematic process in place to maintain testing velocity to drive consistent ROI.
Lack of senior buy-in/not a culture that supports failure or experimentation.
Unreliable data or a lack of understanding of experiment statistics meaning tests are called or implemented when they shouldn’t be.
Experiments aren’t bold enough or aren’t testing the main growth levers of the business.