The Customer Experience Automation (CXA) Manifesto helps organizations transform into highly efficient and empathetic enterprises, engaging through authentic digital experiences at scale–aligned to what their customers, partners and employees truly want and rightly deserve.
By approaching digital transformation from a customer-first lens, organizations realize a much greater holistic return on investment (ROI) than optimizing for operational efficiency or cost reduction alone.
Any organization can execute a Customer Experience Automation strategy, regardless of their past technological investments, current resource bandwidth or industry regulations.
Automation on its own improves the bottom line. Automation powered by AI helps systems understand humans–using their sentiment and intent to embed empathy into self-service experiences.
With the embodiment of these Customer Experience Automation (CXA) principles–consumers and businesses will build more meaningful, satisfactory and less transitory relationships–helping each other pursue success in the least friction-filled way.
Construct effective experiences by putting yourself in the end user’s shoes. Their situation, preferences and circumstances at outreach will influence your channel, timing, and tone.
Understand how your customers want to engage, then modernize inwards towards that result. Focusing only on internal processes and systems has little impact on how others do business with your brand.
Start by automating anywhere along the customer journey, then acquire resources along the way. The key is creating a sustainable system to scale.
No problem is too insignificant to solve. Consistently addressing even the smallest points of friction, over time, results in compounding effects.
Each interaction is an extension of your brand, whether analog or digital. Architect the experience to be familiar; consistently reflecting how you want your customers to feel.
Anticipate the information needed to drive an intended result. Deliver it at the right stage, in the right way to avoid unintended consequences.
Act with urgency to remain relevant and show that you care. Mistiming the opportunity robs the impact from your efforts.
Observe, analyze and adapt accordingly. The further you fall behind, the harder it is to catch up and get ahead.
Your solution should be easy to use and accessible across a diverse set of roles. If too specialized, it will hinder collaboration and growth.
Do not default to what’s fast and easy, while turning a blind eye to inherent risks at hand. Rather than compromising, seek a solution for both.
Learn backwards and iterate forward. Monitor engagements and solicit feedback from multiple perspectives to obtain subsequent success.
