Maximizing CX: The Game You Must Win | Protiviti United States

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企業が顧客の購買過程の各段階でどのように関与するかは、企業のブランドプロミスを顧客に伝え、優れた顧客体験を提供する上で重要です。取締役会は、顧客満足度とロイヤルティを高めるために企業が実施すべき差別化戦略を理解する必要があります。

カスタマーエクスペリエンス（CX）はマーケティングからセールス、サービス提供、製品使用後の感触まで全ての接点で形成され、単なる顧客感情ではなく、再購入へとつながる行動にも影響します。デジタル時代には、CXが究極の差別化要因になり得るのです。

本資料では、CXが重要な理由やその構築と維持、CXの出発点としてまとめた5つの提案を解説します。また、企業のオペレーションに内在するリスクに基づいて、取締役会が検討すべき考慮事項も併せて紹介します。

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This issue of Board Perspectives explains why CX is important for performance management, customer retention and satisfaction, and competitive advantage. It provides five suggestions for building and maintaining CX — adopting an “everyone is responsible” mindset, communicating with customers, finding the brand’s North Star, aligning the right incentives and innovating the process continuously. The payoff of a successful CX strategy is improved business performance in terms of revenue growth, lasting customer loyalty, a higher customer lifetime value and sustainable competitive advantage. In the digital age, CX could prove to become the ultimate differentiator. And that is why CX is “the game you must win.”

Finally, this issue discusses the implications for boards of directors, for example, how best to organize the board’s approach to CX oversight, setting the tone for CX and engaging in strategic resource allocation conversations with management in prioritizing CX improvement opportunities, among other things. It also offers some suggested questions that the board should consider.

(Board Perspectives — Issue 177)

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