None of us is in CX to track and trend metrics. Sure, we will all celebrate a significant increase in our customer loyalty or advocacy metric but that isn’t really our ultimate goal. As CX professionals, we are looking to make a difference, engage our organizations and drive meaningful change on behalf of the customer.
A fundamental element of good storytelling is knowing your audience. Too often we plan a presentation primarily based on what we want to say without really considering the perspective of the audience. Who are they? Are they familiar with the topic? Do they even want to be there? These are just a few criteria that should influence how we deliver a presentation.
CX leaders typically deliver lots of presentations and how you show up makes a big difference. Without question, if you are fearful or anxious, it will limit your effectiveness in the way you present your material. However, this isn’t just about being confident. In fact, confidence can lead to the wrong attitude. Consider these two:
Is storytelling listed in your job description? Probably not. But maybe it should be. Storytelling makes an emotional connection that helps us better understand a situation or problem. CX professionals can use storytelling as one of their most effective tools.
Much of the CX conversation has shifted to focus on organizational culture. Sure, we have great customer listening efforts in place. Sure, we are asking the right questions of the right customers. Sure, we have people who want to do the right thing. Even with all of that, we don’t really feel that our organizations have truly embraced CX or that we are truly operating as customer-centric organizations.
One highly recommended skill for effective leaders is persuasion – the ability to move others toward a position they don’t currently hold. Persuading others is a critical skill in all aspects of one’s life, but great leaders must also be persuadable – actively seeking alternative perspectives and evidence.