Organisations now have to be passionate about their customers if they are to remain credible. Any serious Board of directors will have Customer Experience (CX) on the agenda. So the question is: ‘What do you include in your Customer Experience Board report?’
We would recommend up front that you agree with the Board exactly what your organisations key measures are - and present a one-page summary of all key data and metrics relating to the agreed measures. Get to the main items immediately. No waffle or added text, unless absolutely necessary.
Key measures to include are :
- A Customer Experience Score, such as CSAT (Customer Sat Score), CES (Customer Effort Score) or NPS (Net Promoter Score), or possibly your own internal measure. Fundamentally this is an overarching indicator of your customer's satisfaction in transacting with you.
- An Employee Satisfaction Measure, because employee satisfaction is directly linked to customer satisfaction.
- A graphical comparison with the previous month, quarter or year, demonstrating clearly the trends up or down and the headline reasons for this, if known.
- Major complaints should be brought to the board, with action taken and root cause explained wherever possible.
- Customer excellence snapshots, for example any employees who have provided beyond-the-call-of-duty customer excellence could be named and celebrated, or where a customer has made a real effort to say something great about you.
The Board will typically have a set and limited amount of time each month for a myriad of points of discussion. That's why you report needs to be concise and to the point.
CIMA, in their report, ‘Performance Reporting to Boards’, state that 'A good [Board] report should contain all the information necessary to facilitate decision-making at board level. It should lead directors to ask the right questions and initiate a chain of actions that will enhance the ability of the enterprise to achieve its short and long term aims and create sustainable shareholder value.'
Organisations are all so different, some serving B2B, some B2C (all human-to-human of course!), some with an online presence, some via physical locations, or in health, education, retail, etc…however many of the key requirements remain the same.
Board level information needs to be:
- Brief and to the point
- Relevant and in context
- Timely and current
- Accurate and reliable
- Including - Recommendations and actions arising
Of course not all organisations have a Board of directors. You may have a management team, governors or stakeholders, with a desire and need to know what's happening in their organisation. The principles are identical and I hope this blog has provided a starting point for your effective CX reporting at senior level.
For top tips to capture feedback for your Board reporting you could download our Free Ebook that discusses the different methods available for measuring customer satisfaction.