Business Goals and Initiatives
- Ben Clark
- Nathan McLune
Overarching Business Goals and what CX will do to help meet them.
A Goal, in business, describes what a company expects or hopes to accomplish over a specific period. In other words, where it hopes to be at a future date compared the how things are now.
These Business Goals are generally broad, Increase Revenue, Increase NPS, Cross sell more products etc - they do not specify how to achieve the Goal, it simply states where they want to be. Some Business Goals remain the same year on year some are transient.
A business initiative is an brands way of setting focus on how something will be achieved. It is usually a description of the specific methodology the brand wants to take and how that will meet the Business Goals.
The Opportunity Matrix allows Business Goals and Initiatives to be created and CX activity meeting each goal identified. Business Goals are setup first, with the Initiatives added under each Business Goal identifying the specific strategies, changes, plans or improvements that will meet that Goal.
Adding and Deleting Business Goals
A new CX solution will have no Business Goals or Initiatives. Click on the + icon on the far right to add the Business Goals.
Business Goal name - The Business Goal order is alphabetical so pre-pending the business goal names with numbers allows you to order them
Description - Add a Description if required. What is the specific Goal you are trying to meet, for example a 25% decrease in churn.
Adding and Deleting Initiatives
A new CX solution will have no Initiatives. Initiatives are mapped to a single Business Goal, in essence the Initiatives are the strategies you intend to use to meet that Business Goal.
As Initiatives are intrinsically linked to Business Goals they cannot be created before a Business Goal exists.
When you have created your Business Goal select the Orange “Add Initiative” icon
Initiative name - The Initiative order is alphabetical so pre-pending the name with numbers allows you to order them
Description - Add a Description if required - What exactly are you going to do
With a Initiative name selected the Initiative can be saved. Click Save at the bottom of the screen.