Join us for a masterclass with Elena Marcelle, where you'll learn how to trace a recurring customer problem back to the decision that keeps creating it, even when you don't own that decision yourself.
CX teams have more ways than ever to see what customers go through. Journey maps, feedback loops, service design and voice-of-customer programmes make problems visible in considerable detail.
But the same customer problems keep coming back. They are identified, fixed and closed, only to reappear months later under a different name.
Often, the reason is not a lack of effort or capability. The fix is applied where the problem becomes visible, while the conditions that keep creating it sit elsewhere: in a decision about funding, sequencing, ownership, risk, or another legitimate organisational trade-off. If that trade-off remains unchanged, the customer problem is likely to return.
So how do you trace a recurring customer problem back to the decision or trade-off that keeps recreating it? And what can you do when that decision sits outside your authority?
In this masterclass, you will:
Learn how to trace a recurring customer problem backwards, step by step, until you reach the decision or trade-off that's making it recur
Gain a practical way to tell the difference between a problem you can fix and one that will keep returning while the underlying decision stays unchanged
Develop a clear approach for naming the trade-off, finding where it's being decided today, and bringing the evidence to the people with the authority to resolve it
Leave with a practical way to trace where your own recurring problem is really being decided, and a clearer idea of what to do once you find it
Come with one customer problem in mind that keeps returning, no matter how many times it's fixed. Drawing on Elena’s latest book ‘CX as Strategy’, this masterclass will leave each woman having traced one problem of her own.
Available exclusively to Women in CX Inner Circle members.
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