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XM LIBRARY RESEARCH

RESEARCH

Activating Executive Commitment

Aimee Lucas and Bruce Temkin, July 1, 2017

EXECUTIVE SUMMARY

Organizations that want to drive sustainable customer experience (CX) improvements need to have senior executives who are committed to propel change throughout the entire journey. Successful transformation efforts require senior executives to set the direction, lead communication efforts, model desired behaviors, align resources, and hold the rest of the organization accountable. However, CX leaders and their teams often struggle to obtain the commitment and involvement necessary from senior executives to ensure these change efforts succeed. In this report, we provide a model for how CX teams can effectively engage their senior leaders. Here are some highlights:

  • The blueprint includes six levers CX leaders can use to gain and strengthen senior executive commitment: Create Vision Clarity, Share Compelling Opportunities, Amplify Emotional Empathy, Feed Intrinsic Motivations, Enable First Steps, and Fuel Ongoing Confidence.
  • To illustrate how these levers work, we share examples of 24 best practices from companies including Anthem, CA Technologies, Cisco, Fidelity, Microsoft, Penske Truck Leasing, and Regions Bank.
  • We provide CX leaders with an assessment they can use to identify the commitment stage of their senior executives and offer advice on which of the six levers can have the greatest impact by stage.

 

This report was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018. It has been reformatted, but no substantive changes have been made to the content.

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Core Experiences

Experience Management (XM)
Customer Experience (CX)
Employee Experience (EX)
Product Experience (PX)
Brand Experience (BX)

Competencies

LEAD an XM Program
REALIZE Value from XM
ACTIVATE the Organization
ENLIGHTEN through Insights
RESPOND with Actions
DISRUPT through Design

Special Interests

Editor’s Picks
ROI Data
Industry Data
Digital
B2B
Culture
Human Behavior

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