Harnessing the power of the CX Framework

Value creation across the customer journey

The digital landscape is overcrowded with many platforms, tools and messages. For Gore Connect to cut through the clutter, we need to create the right engagements for the right moments.

To improve our customers' satisfaction with us, we need to make it simple for them to achieve their goals. But first, we need to know how they interact with us and Gore Connect. Aligning our understanding of their digital customer experience journey is a critical starting point.

By looking at the whole journey, we can focus on the moments with the greatest potential impact. Gore Connect was intended to play a huge role in our digital ecosystem in China. However we need to be mindful about its potential relevant role and available functionalities across the different stages of the customer journey.

The CX framework below helps us plan and define what's required to create value at every stage.

Basic human relationships and business relationships share a few similarities. One significant difference, however, is that business relationships are often formed by the interactions within and across teams. We should focus on how these team relationships are built and nurtured over time. In any business relationship, success lies in being able to manage a team of teams.

• Wooing - The foundations for how the relationship will work are set here.

• Selling/Buying - The process of selection is a key moment that matters. It is at this stage that promises are made and expectations set.

• Honeymoon/Forming/Storming - The post-purchase phase is characterised by "confirmation bias". Each side looks for reasons to reinforce the decision they have made to work with each other. It is this stage that the crucial ways of working should be laid out as guidelines for the future, through processes and documentations. This process governs how the bonds are formed − the better this process and documentations, the stronger the bonds, the longer the relationship.

• Bonding/Co-Creation - Bonding is the collection of positive experiences that come either directly with experience of the product or service, or indirectly from the satisfaction of having a problem taken care of promptly. Mature, well-structured, bonded relationships result in effective co-creation – both sides working together as one team with a deep knowledge of what the other brings.

• Leadership - B2B is driven by referral. That is why the maintenance of reputation is critical. At this stage, customers who have a positive experience will refer us to others, and we need to empower them with the right tools and content to lead the conversation within their networks.

The next step is to look at how Gore Connect can deliver value at each phase. Working from top to bottom, we have desired experience, content type, content format and needed metrics. Each completed field gives us increasing clarity on the actions we should take.

• Desired Experience - Customers at different journey stages desire different experiences. Insights gathered from market research or focus groups can inform us on their preferences. For instance, during the wooing stage, customers might be assessing our responsive and how we demonstrate an understanding of their needs.

• Content Type - From the desired experiences of each stage, we would know the type of content that appeals to our audience. For instance, customers at the wooing stage might want to know about Gore's credentials. It would be wise to share case studies or our product uses cases to interest them.

• Content Format - Ensuring our content is engaging and captivating is more than just a catchy title. How our content is formatted, constructed and laid out is critical, and is predominantly determined by our audience learning styles. They can be classified into Visual, Aural, Logical, Social, Solitary, Verbal and Physical. The following table illustrates the different content format cater for different learning styles, but not all can be applicable to your initiative with Gore Connect.