CXPA CX Book of Knowledge - 1st Edition

Table of Contents
Introduction to the CXPA CX Book of Knowledge........................................................................15
Foreword............................................................................................................................................17
A Word of Thanks.............................................................................................................................19

Part I: Customer Insights and Understanding 21

Every effort that creates value starts with the customer.............................................................24
Building a Customer Insights and Understanding Program........................................................26
What is a VOC Program?........................................................................................................................... 26
Why build a program?............................................................................................................................... 27
Where to start?............................................................................................................................................ 27
What is a Journey Map?............................................................................................................................ 28
What are the benefits of a Journey Map?................................................................................................... 28
Journey Map example......................................................................................................................................... 29
What is a Persona?...................................................................................................................................... 29
How to create a Persona?.................................................................................................................................. 30
How many Personas?........................................................................................................................................... 31
How to connect Personas to Journey Maps?............................................................................................. 32
Which journeys should be mapped?...................................................................................................... 32
Who should participate in Journey Mapping?..................................................................................... 33
What data should be connected to a map?.......................................................................................... 34
How should data gaps be identified?.................................................................................................... 35
What are the data points saying?............................................................................................................ 36
How should work be prioritized?............................................................................................................ 37
How should progress be shared?............................................................................................................ 37
What practices should be adopted to continue the work?............................................................... 38
Assessing technology needs..................................................................................................................... 38
Monitoring, Observing, and Listening to Customers...................................................................40
Collecting and actioning customer understanding............................................................................ 40
Determining whom to ask................................................................................................................................. 40
How a company goes to market..................................................................................................................... 41

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Contact records for capturing feedback...................................................................................................... 42 How to address customer experience gaps?........................................................................................ 70
A brief word about tracking opt-outs........................................................................................................... 44 What are the benefits of an Experience Gap analysis?....................................................................... 71
Deciding how to ask............................................................................................................................................ 44 What are some of the frameworks or tools?......................................................................................... 71
Other ways to capture customer feedback................................................................................................. 46 What are the steps for an Experience Gap analysis?.......................................................................... 73
Be creative about locating sources of feedback....................................................................................... 47 1. Determine the areas that need improvement with a gap assessment........................................ 73
Knowing when to ask.......................................................................................................................................... 48 2. Analyze the current state.............................................................................................................................. 73
Understanding what to ask............................................................................................................................... 49 3. Define objectives.............................................................................................................................................. 74
What if you didn’t actually ask?....................................................................................................................... 50 4. Define the gap................................................................................................................................................... 74
Prevent gaming of the system......................................................................................................................... 51 5. Create an action plan...................................................................................................................................... 74
Decide whom to inform...................................................................................................................................... 51 Using market research for assessing gaps............................................................................................ 75
Thoughts on engaging third-party vendors............................................................................................... 51 Assessing technology needs..................................................................................................................... 76
Customer data privacy considerations......................................................................................................... 52 Conclusion..................................................................................................................................................... 77
Closing advice on capturing customer feedback..................................................................................... 55 Glossary..............................................................................................................................................78
Do not just ask to ask.......................................................................................................................................... 55 Some VOC descriptions are inspired by “How Hard Is It to Be Your Customer?”*..................... 78
Establishing quarantine period rules............................................................................................................. 55 Customer Feedback Terms........................................................................................................................ 79
Thoughts on tone and context........................................................................................................................ 56 Employee Experience Terms..................................................................................................................... 80
Assessing technology needs............................................................................................................................. 56 Customer Experience Gap Terms............................................................................................................. 80
Shine a Light on Customer Feedback with an Employee Lens.....................................................58 References..........................................................................................................................................82
Why should companies collect employee feedback?......................................................................... 58
Benefit 1: Surfacing Potential Customer Differentiators........................................................................ 59
Part II: Customer Experience Strategy 83
Benefit 2: Employee Empowerment............................................................................................................... 61
Benefit 3: Improve the Rigor of Supporting Customer and Employee Technology.................... 62 Create a CX strategy.........................................................................................................................86
What type of employee feedback should we collect and analyze?................................................ 62 What is Strategy?......................................................................................................................................... 86
Prepare to collect and analyze......................................................................................................................... 62 History/ Evolution................................................................................................................................................. 87
Who should collect employee customer experience feedback?..................................................... 63 Why Strategy and CX Strategy? What is the difference, and how do they link?.......................... 87
Important Players.................................................................................................................................................. 63 Change vs. Consistency –Strategy vs. Business as Usual (BAU).......................................................... 89
When should we collect employee feedback?..................................................................................... 64 Value = Benefits – Costs..................................................................................................................................... 89
How should employee feedback collection take place?.................................................................... 65 Creating a CX Strategy............................................................................................................................... 90
Implement................................................................................................................................................................ 65 Strategic Management Components............................................................................................................ 90
Assessing technology needs..................................................................................................................... 66 Customer Experience best practices across industry....................................................................94
Identify Customer Experience Gaps to Deepen Customer Experience.......................................67 Needs and Expectations............................................................................................................................ 94
What is the customer experience gap?.................................................................................................. 67 Critical to Quality/Critical to Experience ..................................................................................................... 94
Why do experience gaps occur?.............................................................................................................. 68 Kano Model............................................................................................................................................................. 94

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Herzberg Two-Factor Theory............................................................................................................................ 95 Halo Effect..............................................................................................................................................................113

SERVQUAL................................................................................................................................................................ 96 Nudging..................................................................................................................................................................114
Elements of Value.................................................................................................................................................. 96 Algorithmic Nudging.........................................................................................................................................114
Strategic Management and Analysis Approaches............................................................................... 97 Brand promise/operational promise...........................................................................................................115
Triple Bottom Line ............................................................................................................................................... 97 Defining the desired experience and Baselining....................................................................................115

Business strategy frameworks and planning.................................................................................98 Omni channel.......................................................................................................................................................116

Frameworks and Approaches................................................................................................................... 98 Perceptions (Customer Feedback)................................................................................................................116

“Traditional” Strategy Management............................................................................................................... 98 Align the customer experience strategy to organizational strategy, goals, brand values,
Kaplan Norton Balanced Scorecard............................................................................................................... 98 and attributes..................................................................................................................................117

Hoshin Planning.................................................................................................................................................... 99 CX Program Management ...................................................................................................................... 117

International Organization for Standardization .....................................................................................100 Companies without a dedicated CX department............................................................................... 117

Excellence Models...................................................................................................................................... 101 Companies with a dedicated CX department..................................................................................... 118

European Foundation for Quality Management—based Models....................................................101 Alignment to overall strategy, brand values, attributes................................................................... 118

Malcolm Baldrige National Quality Award Model.................................................................................101 Stakeholder Engagement and Communication ................................................................................. 119

Environmental, social, and governance programs.................................................................................102 Interdependencies across people, process, and technology ............................................................119

Quality Management Frameworks.........................................................................................................102 Units and Silo Thinking Impact......................................................................................................................119

Six Sigma................................................................................................................................................................103 Unit responsibilities overlaps.........................................................................................................................120

Lean..........................................................................................................................................................................103 Accountability.......................................................................................................................................................120

Total Quality Management .............................................................................................................................104 Handoff and Integration..................................................................................................................................120

Theory of Constraints........................................................................................................................................104 Data Management..............................................................................................................................................120

“Outside In” vs. “Inside Out”...........................................................................................................................104 Design Language................................................................................................................................................120

Cross-functional teams.....................................................................................................................................121
Intended customer experiences....................................................................................................106
Data formats and system architecture........................................................................................................122
Importance of having an intended CX..................................................................................................106
Customer-facing technologies......................................................................................................................122
One-to-One Marketing.....................................................................................................................................107
User Experience/User Interface.....................................................................................................................122
Evolution of customer segmentation..........................................................................................................107
Performance (dashboard, alerts)...................................................................................................................122
Segment of One..................................................................................................................................................108
Change Management and Integrated/User Testing .............................................................................123
Notions and concepts to consider when designing the intended CX...........................................109
Pain Points vs. Gain Points...............................................................................................................................109 Develop a plan for communicating the CX strategy to stakeholders.......................................124

Kahneman Peak-End-Rule...............................................................................................................................110 Objectives...............................................................................................................................................................124

Designing Human Experiences......................................................................................................................110 Inform......................................................................................................................................................................124

Effortless CX..........................................................................................................................................................110 Establish Expectations.......................................................................................................................................125

Design for emotions..........................................................................................................................................112 Internal Audiences..............................................................................................................................................125

Engaging the senses to build memories ..................................................................................................113 Impacted Employees.........................................................................................................................................126

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External Audiences.............................................................................................................................................127 Who does Benchmarking?...............................................................................................................................171

Conclusion....................................................................................................................................................127 Should an organization Benchmark?..........................................................................................................172

References and Additional Resources...........................................................................................128 An alternative approach to Benchmarking: “Look in the mirror”.....................................................174
Measuring CLV or CLTV....................................................................................................................................174
Measuring emotions and sentiment.....................................................................................................175
Part III: Metrics, Measurement & ROI 133
Why measure sentiment?................................................................................................................................175
Why Metrics, Measurement, & ROI?.............................................................................................136 Sources of sentiment.........................................................................................................................................175
General Definitions....................................................................................................................................136 Why is it more difficult to measure sentiment than other factors?................................................176
Qualitative vs. Quantitative.....................................................................................................................136 Is it worth it to measure sentiment?............................................................................................................176
Survey Metrics......................................................................................................................................................137 How text analytics work....................................................................................................................................176
Operational Metrics – Call Center................................................................................................................142 Measuring cost...........................................................................................................................................178
Operational Metrics – SaaS (Software as a Service) companies.......................................................144 Historical vs Projected ROI..............................................................................................................................179
Sales and Marketing Metrics..........................................................................................................................144 Skills and Competencies for Customer Experience (CX) Professionals ....................................182
Financial Metrics..................................................................................................................................................146 Experience Data ..................................................................................................................................................182
Leading and Lagging Indicators ..................................................................................................................149 Causation vs. Correlation ................................................................................................................................183
Stages of Organizational Maturity.........................................................................................................149 Factor Analysis ...................................................................................................................................................183
Five Stages of Maturity.....................................................................................................................................150 Driver Analysis .....................................................................................................................................................184
Accelerating Change ........................................................................................................................................152 Cluster Analysis ...................................................................................................................................................184
Choosing and Designing Customer Experience (CX) Metrics ........................................................154 Communication .........................................................................................................................................185
CX Metrics – Background and History........................................................................................................154 Applied Knowledge ..................................................................................................................................185
The Structure and Function of CX KPI Metrics.........................................................................................157 Strategic Context .......................................................................................................................................185
A Few Guidelines on Scaling...........................................................................................................................166
Glossary and Finance Language....................................................................................................186
When (and Where) Should I Measure?.......................................................................................................167
What are Finance and Accounting?..............................................................................................190
Reporting and Analyzing your CX Metrics................................................................................................167
The Finance Organization .......................................................................................................................190
Should compensation be tied to CX KPIs?................................................................................................168
The Role of Finance in a CX Program.................................................................................................... 191
CX Metrics: In Summary...................................................................................................................................169
Connecting Finance and CX..................................................................................................................... 191
Baselining current state with Baseline Measurements.....................................................................169
Understanding The Profitability Of Customers.................................................................................. 191
Why Baseline?.......................................................................................................................................................169
Revenue Churn Rate .........................................................................................................................................192
When to Baseline................................................................................................................................................170
Gross And Net Profit Margin Of Customers ............................................................................................192
How to Baseline...................................................................................................................................................170
ROI............................................................................................................................................................................193
What to Baseline.................................................................................................................................................170
IRR ............................................................................................................................................................................193
Benchmarking to monitor progress ..................................................................................................... 171
NPV...........................................................................................................................................................................194
What is Benchmarking?....................................................................................................................................171
Payback...................................................................................................................................................................194
When does Benchmarking happen?............................................................................................................171

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Building a CX Business Case...........................................................................................................195 Design-Thinking Methodology.....................................................................................................224

Why a Business Case is important.........................................................................................................195 Common mistakes in design thinking .......................................................................................................225
Key steps to build a business case.........................................................................................................195 Problems and Solutions .......................................................................................................................... 225
Tell a story..............................................................................................................................................................195 Design Sprints .....................................................................................................................................................225
Establish a common definition of success................................................................................................195 A design-thinking mindset empowers innovation........................................................................... 226
Explain why the proposed Initiative will drive meaningful business and customer value Behavioral Science and Design.............................................................................................................. 227
(both, not just one).............................................................................................................................................196 Why is Behavioral Science important for Customer-Experience Practitioners? .......................227
CX professionals should flesh out possible root causes of the problem......................................196
Design Adoption and Roadmaps...................................................................................................229
Share possible solutions...................................................................................................................................197
Design as a Capability.............................................................................................................................. 229
Anticipate any potential concerns................................................................................................................197
To enable the shift to Experience Design, Experience Management helps the
What other questions can be anticipated? ..............................................................................................197 organization to learn................................................................................................................................ 229
Understand the organization’s funding model and work within that structure.........................198 Design Maturity Model............................................................................................................................ 229
Other ways to improve the odds of success............................................................................................198
Customer Experience (CX)/Experience Design (XD) Models......................................................230
Conclusion....................................................................................................................................................199
Unrecognized............................................................................................................................................. 230
References and Additional Resources...........................................................................................200 Interested.................................................................................................................................................... 230
Invested........................................................................................................................................................231
Part IV: Experience Design, Improvement, & Innovation 205 Committed...................................................................................................................................................231
Engaged........................................................................................................................................................231
What is Design? Why is it important?.................................................................................................. 208
Embedded....................................................................................................................................................231
What is Innovation?...................................................................................................................................210
Why are experience design and innovation so important? ............................................................ 211 Innovation and Creativity..............................................................................................................232
The Role of Design, Innovation, and Implementation .....................................................................212 Innovation .................................................................................................................................................. 232
History/Evolution of Design....................................................................................................................213 Innovative Customer Experience........................................................................................................... 232
Experience Innovation...............................................................................................................................216 Innovation, Disruption, and Continuous Improvement................................................................... 232
What Is It?..............................................................................................................................................................216 Organizational Creativity Models............................................................................................233
Why Experience Innovation?..........................................................................................................................216 Implementation of Design ............................................................................................................234
Summary ...............................................................................................................................................................217 Considerations for implementation...................................................................................................... 234
Strategy of Design: Where and When Design Happens.............................................................218 What is design implementation?........................................................................................................... 234
Design Strategy .........................................................................................................................................218 Building the Vision, Adoption and Accountability for Design ...................................................... 235
Design Systems...........................................................................................................................................218 Case study #1 – Adoption..............................................................................................................................235
Case study #2 – Accountability....................................................................................................................235
Experience Design...........................................................................................................................219
What do adoption and accountability look like in the end-to-end design process?............... 237
Types of Design...........................................................................................................................................219
Discover..................................................................................................................................................................237
Design Process Frameworks and Methodologies............................................................................. 220
Define......................................................................................................................................................................238
Human-Centered Design Process................................................................................................................222

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Develop...................................................................................................................................................................238 Part V: Culture and Accountability 259

Delivery...................................................................................................................................................................238
Leadership is the Foundation........................................................................................................262
Implementation...................................................................................................................................................239
CX Strategy Requires a Mission, Vision, and Values......................................................................... 262
Organizational Foundations for Design and Innovation............................................................240
Mission and vision drive the organization ......................................................................................... 262
How to create a Design and Innovation Culture .............................................................................. 240
CEO and the CX leader align around organizational values .......................................................... 263
Strategy...................................................................................................................................................................240
Establish a CX vision................................................................................................................................. 263
People Culture......................................................................................................................................................241
CEOs and CX leaders align with employee enablement for consistent outcomes ..................264
Processes................................................................................................................................................................241
Many Skills Are Needed for the CX Leader’s Role............................................................................. 265
Rewards/Metrics..................................................................................................................................................242
Governing CX Efforts Cross Functionally Across the Organization............................................... 268
Organizational/Business Model Structure.................................................................................................242
Organizational Development vs. HR ................................................................................................... 269
The Value of Design and Innovation.............................................................................................244 Customer-centric Organizational Models........................................................................................... 270
Affecting Value with Design and Innovation .....................................................................................244 Governance Councils Guide Initiative Ownership..............................................................................271
Building the Understanding of the Value of Design.............................................................................244 Continuous Improvement................................................................................................................................271
Profitability and Value ............................................................................................................................. 245 CX Roadmaps Guide and Give Direction..............................................................................................271
Benchmarking and Baselines.................................................................................................................. 246 CX Strategic Planning........................................................................................................................................271
Benchmarking.......................................................................................................................................................246 Customer Engagement Journey Management........................................................................................272
Baselines.................................................................................................................................................................246 Customer Data, Intelligence, Analytics, and Insights ...........................................................................273
APPENDIX........................................................................................................................................247 Design for Continuous Enhancement ........................................................................................................273
Inclusive Design ........................................................................................................................................ 247 Portfolio Management, Governance, and Standards Models............................................................274
Root Cause Analysis – Insight Generation Techniques ................................................................... 247 Prioritize and Identify Areas of Improvement................................................................................... 274
How to perform RCA.........................................................................................................................................248 Establish who owns each step of the process.................................................................................... 276
5 Whys.....................................................................................................................................................................248 Steering Committee...........................................................................................................................................276
Fishbone (Ishikawa) Analysis..........................................................................................................................249 CX leader................................................................................................................................................................277
Pareto Charts........................................................................................................................................................250 Product Management.......................................................................................................................................277
Plan-do-check-act (PDCA)...............................................................................................................................250 Marketing/sales teams......................................................................................................................................277
A3 Problem-Solving...........................................................................................................................................251 Operations (including call center, Customer Success)..........................................................................277
Lean/Kaizen...........................................................................................................................................................252 IT/Development...................................................................................................................................................277
Six Sigma (DMAIC)..............................................................................................................................................253 Finance....................................................................................................................................................................277
Conclusion................................................................................................................................................... 254 Define and determine if an organization is aligned and engaged to deliver impactful
experiences............................................................................................................................................................278
References........................................................................................................................................255
Change Management – Take your employees with you.................................................................. 278
ADKAR Change Management Framework................................................................................................279
Kotter’s 8-Step Change Model .....................................................................................................................279

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Kübler-Ross Five Stage Model.......................................................................................................................279 Key Messages.......................................................................................................................................................296

Rogers Adoption Curve....................................................................................................................................280 WIIFM Technique.................................................................................................................................................297
No one-size-fits-all approach to change management....................................................................281 Hearts and Minds technique..........................................................................................................................297
Change Areas Needing Leadership Attention.................................................................................... 282 Storytelling.............................................................................................................................................................298
Case for Change..................................................................................................................................................282 Feedback Loops...................................................................................................................................................299
Managing Resistance .......................................................................................................................................282 Sponsorship and Engagement Lead to Continuous Improvement ................................................299
Chief Human Resources Officer (CHRO)....................................................................................................283 Trust is a key building block to employee activation ...........................................................................299
Model New Behaviors.......................................................................................................................................283 Transparency provides clarity around roles and motives, increasing engagement .................300
Celebrate Milestones and Reward Appropriately............................................................................. 283 Best Practices Sustain an Employee Centric Culture.............................................................................302
Reward and Recognize to Motivate.............................................................................................................283 Improvement And Maturity Work Hand In Hand ......................................................................303
Celebrate People How They Want to be Celebrated........................................................................ 283 Maturity Model Assessment is Key....................................................................................................... 303
Extrinsic Motivation............................................................................................................................................284 CX Maturity is a Leader’s Compass..............................................................................................................303
Intrinsic Motivation ...........................................................................................................................................284 Setting a CX maturity level goal for success............................................................................................304
Unconscious Motivation...................................................................................................................................284 Change Management Elevates Improvement and Maturity........................................................... 306
Celebrate Quick Wins Regularly ...................................................................................................................284 Change management ties into customer experience...........................................................................307
Reward Collaborative Success and Individual Effort.............................................................................285 Employee alignment is mandatory..............................................................................................................307
Culture is Organic, Yet Impacted by the Seeds You Plant............................................................... 286 FedEx®’s not-so-prescriptive “Purple Promise”.......................................................................................308
Employee Activation Creates Shared Values ...............................................................................287 Engaging the back office at a pharmaceutical company....................................................................308
Vision, Mission, Values are the Core..................................................................................................... 288 Customer Journey Maps Drive Alignment................................................................................................309
Balance between measurement and metrics is critical.................................................................... 289 Rewards and recognition.................................................................................................................................309
Identify Priorities with Methods, Tools, and Tracking...................................................................... 289 Initiative Ownership Drives Improvement...........................................................................................310
Balanced Scorecard............................................................................................................................................289 Governor ...............................................................................................................................................................310
Leading and Lagging Indicators....................................................................................................................290 Experience Creators ..........................................................................................................................................311
SMART Goals.........................................................................................................................................................290 Experience enablers...........................................................................................................................................311
Objectives and Key Results (OKRs)...............................................................................................................291 How one CX leader moved a bank to see CX in a new way...............................................................311
Customer Health Index (CHI)..........................................................................................................................292 Assess your current EX and CX, then start................................................................................................312
KPI Ownership......................................................................................................................................................292 Measurement Of Culture And Accountability Maximizes Employee Experience....................313
Organizational Design Provides Framework...................................................................................... 292 EX must be strategically measured to complement CX....................................................................313
Change Management Stabilizes Uncertainty...........................................................................................293 The Direct Connection Between CX and EX.........................................................................................313
Leadership Outweighs Management..........................................................................................................294 Determining What to Measure is Crucial...................................................................................................314
Internal Communication Raises Awareness, Activates, and is a Call to Action...........................294 Two Metrics for Measuring Employee Experience.................................................................................315
Storyboarding.......................................................................................................................................................295 KPI Ownership .....................................................................................................................................................316
Framing Effect......................................................................................................................................................296 Get an Accurate Measurement of EX....................................................................................................318

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Methods for Measuring EX.............................................................................................................................318 Introduction to the CXPA CX Book of Knowledge

Build an Actionable and Adaptable Dashboard.................................................................................319
Create a solid foundation of the dashboard first...................................................................................319 One hallmark of a profession is community agreement and recognition of a body of knowledge
for the field. A consensus-based body of knowledge establishes an organizing structure for key
Communication of the dashboard is key...................................................................................................319 terms, concepts, and processes that allow for conversation and development based on a common,
Conclusion....................................................................................................................................................321 accepted information base. A body of knowledge thus serves as an independent, authoritative
resource for a field. It is with great pride that the Customer Experience Professionals Association
References and Additional Resources...........................................................................................323 publishes the first edition of The CXPA CX Book of Knowledge to serve as the official body of
knowledge publication for the CX community.

The seeds of the CXPA CX Book of Knowledge were planted with job analysis studies conducted
by CXPA in 2013 and 2020. These studies, led by a professional psychometric firm and overseen
by a panel of international CX Experts, gathered detailed information about the tasks, skills, and
competencies performed on the job by customer experience professionals.

The resulting CXPA CX Framework is organized into five core competency areas, which are
reflected in the Certified Customer Experience Professional (CCXP) certification as well as the five
sections of this publication:
• Customer Insights and Understanding
• Customer Experience Strategy
• Metrics, Measurement, and ROI
• Design, Implementation, and Innovation
• Culture and Accountability   

Five author teams, involving more than 40 professionals from across geographic regions and
industries, worked collaboratively to draft sections of the Book of Knowledge. Heather Gillbanks,
CCXP, who conceived of this project, served as executive editor, leading a peer review by the
full author team as well as a broader cross-section of the CXPA community. In total, more than
70 professionals had a role in the writing or review. As such, this publication represents a true
community consensus document.

The publication of this book marks the beginning of the next chapter in the further development
of the CX profession. It is our intent and hope that this book will be used by those with an interest
in customer experience, including CX professionals, academic students, faculty, researchers, and
the CXPA community to advance the practice and understanding of customer experience. It is only
by dedicated work on the core competency areas addressed in this book that we can truly advance
CX and achieve CXPA’s vision of “Exceptional outcomes inspired by empowered CX Professionals.”

As with any professional body of knowledge of such size and scope, this book may be utilized
differently by professionals across industries and geographies. Individuals who are new to the
field of CX — or are simply interested in learning more about the profession — may find it
instructive to read the book cover-to-cover. On the other hand, those with experience as a CX

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