The CX Puzzle: How to Improve Your Business from the Inside Out

by Shaun Whynacht  - December 2, 2023

Have you ever wondered why some companies thrive while others struggle to keep up? It's a puzzling question, isn't it? Well, recently, I had the opportunity to sit down and chat with Aimee Ritell from Intwinely.com, and the insights she shared about the intricate relationship between customer experience (CX) and business operations left me feeling like I'd just solved a challenging puzzle.

Picture this: You're working on a massive jigsaw puzzle with thousands of tiny pieces. At first, it seems overwhelming, but as you start connecting pieces, you see a clearer picture forming. That's precisely what Aimee does with businesses. She helps them connect the pieces to improve their CX, and the results are astonishing.

Why CX Matters (Hint: It's Not Just About Happy Customers)


Let's face it, customer experience is not just a buzzword anymore. It's the heart and soul of successful businesses. But here's the twist - CX isn't just about making customers happy; it's about optimizing every single touchpoint they have with your brand.

In my conversation with Aimee, she pointed out a crucial aspect that often gets sidelined: the connection between CX and your internal operations. It's like trying to complete a puzzle with missing pieces; it won't work.

The Employee-Engagement CX Tango


Aimee emphasized the importance of employee engagement in the CX dance. Imagine a scenario where your employees are disengaged, missing deadlines, and operating in silos. These are all warning signs of deeper systemic issues within your organization.

Employees are the heartbeat of your business, and if they aren't equipped with the right tools, processes, and engagement, your CX will suffer. So, it's not just about keeping your customers happy; it's about ensuring your employees are content and motivated too.

Spotting the Warning Signs


Identifying the disconnect between your CX and business operations isn't rocket science, but it does require paying attention to the warning signs. Aimee shared some key indicators to look out for:

  1. Declining ROI: If your marketing efforts aren't yielding the expected results, it's time to investigate.
  2. Employee Retention Issues: High turnover rates can be a red flag.
  3. Negative Word of Mouth: Bad reviews and referrals from both employees and customers can be damaging.
  4. Disengaged Employees: Unhappy employees often translate to unhappy customers.

But here's the catch - you need to listen to what people are saying, not just with their words, but with their emotions. After all, CX is all about feelings, isn't it?

Bringing CX and Operations Together


Aimee's approach involves conducting discovery sessions with key leaders in the organization. This isn't a one-size-fits-all solution; it's about tailoring strategies to meet each business's unique needs.

By diving deep into the customer journey, creating service blueprints, and fostering timely communication, businesses can bridge the gap between CX and operations. The goal? Consistently exceeding customer expectations by managing their journey effectively.

The Success Story That Speaks Volumes


Aimee shared an impressive success story of a B2B services company she worked with. Initially plagued by inconsistencies and a lack of processes, the company underwent a transformation. By improving estimates, enhancing communication, and optimizing the service delivery process, they achieved remarkable results.

This transformation wasn't just about pleasing customers; it was about creating a consistent experience that kept them coming back. Isn't that what every business dreams of?

The Future of CX


As I wrapped up my conversation with Aimee, I couldn't help but wonder about the future of CX. Amy pointed out two key trends: 

  1. Hiring for CX: More and more companies are recognizing the importance of CX roles, signaling a growing commitment to improving customer experiences.
  2. Technology Integration: While AI and SaaS platforms have the potential to revolutionize CX, companies need to manage these tools effectively. It's not just about adopting them; it's about owning and optimizing them.

In Conclusion: Your CX Journey Begins from Within


So, there you have it - the intricate puzzle of CX and business operations. The key takeaway? Your customer's journey isn't just a one-way street. It's a dynamic interaction that involves every facet of your organization.

Improving CX isn't a one-time project; it's an ongoing commitment. Start by paying attention to the warning signs, fostering employee engagement, and embracing technology with open arms. The future of your business may very well depend on it.

So, are you ready to start solving the CX puzzle within your organization? The pieces are all there; it's time to connect them and watch your business thrive. Happy puzzling!
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Shaun Whynacht

Shaun, our Founder and CEO has been bitten by the entrepreneurial bug at a young age. He knows firsthand how much love and determination gets poured into running a business after spending more than 10 years touring all over Canada learning from different industries. Not only is Shaun passionate about marketing he also developed some very unique abilities to stay current with changing technology in this ever-progressive world

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