An Introduction to The CX Chain

Customer experience (CX) isn’t just about individual interactions—it’s about continual improvement.

The CX Chain is a structured approach that helps organisations listen, learn, and change in a coordinated way.

Each link in the chain plays a vital role, and if one is missing, the entire process breaks down.

To find out more, we asked Paul Pember, Customer Service Specialist, to explain the concept of the customer experience (CX) chain and how it can benefit organizational change.

Video: What Is a Customer Experience Chain?

Watch the video below to hear Paul explain the CX chain and how it benefits contact centres:

With thanks to Paul Pember, Customer Service Specialist, for contributing to this video.

This video was recorded when Paul Pember was a panellist on our 2022 webinar ‘How to Transform CX‘

★★★★★

The Five Key Areas of the CX Chain

“For me, the chain is a model that is a structured, coordinated, and organized way to continually listen, learn and change.”

A strong CX Chain relies on five key elements:

1. Customer Data

Contact centres gather many types of data, but often it’s siloed across departments.

“The first is the data. All of the different types of data that you have in your organization. Data can sometimes be quite siloed, so it’s really important to identify the different data sets you have in your organization.”

Identifying and connecting these datasets is the first step to understanding the full customer journey.

2. Customer Insight

Raw data alone isn’t useful. Contact centres must analyse it to uncover patterns and trends that tell a clear story about customer needs and experiences.

“Then it’s important to turn that data into some kind of insight. There’s no point sending that out to the organization in a raw format.

So how do you tell a story?
How do you build the picture?”

3. CX Priorities

Insights should lead to actionable focus areas:

“And then based on that, what are the key things that you’re going to focus on as an organization? Over the next 12 weeks or the next six months?”

Contact centres must decide what to improve over the next few months, ensuring efforts are targeted and effective.

4. Co-Ordinated Redesign

Change requires hands-on involvement from teams across the business.

“And then how do you redesign? How do you have the hands in the organization to help the business areas to redesign processes, policy and tech, and it’s that cycle of change.”

This could mean adjusting processes, policies, or technology to better serve customers.

5. A Continuous Cycle of Change

CX improvement isn’t a one-time task. Contact centres must repeat the process – gathering fresh data, analysing insights, setting new priorities, and making ongoing improvements.