CX Best Practice - Continuous Improvement


Continuous Improvement Process Best Practices for Improving CX

SQM has found that most organizations struggle with identifying areas to improve their interaction and touchpoint Customer Experience (CX) performance, as well as coming up with solutions for making improvements and implementing those solutions. It is SQM’s strong belief that using a closed loop continuous improvement process (e.g., Deming Cycle, Six Sigma) in conjunction with CX journey mapping insights to improve CX is a best practice. SQM has developed a closed loop CX improvement cycle based on four steps: Identify, Develop, Check, and Act (IDCA). The CX IDCA improvement cycle follows the Deming Cycle, a closed loop continuous quality improvement model consisting of a logical sequence of four repetitive steps for continuous improvement and learning. The below figure shows SQM’s CX IDCA improvement cycle. The primary objective of the CX improvement cycle is to help organizations improve interaction and touchpoint CX when customers use an organization’s products and/or services. The main purpose of the CX journey mapping process is to identify CX opportunities for improvement. Conversely, the main purpose of CX improvement cycle is to develop an action plan to improve CX. Therefore, CX journey mapping and the CX improvement cycle should be viewed and used as complementary tools.

CX IDCA Improvement Plan

The four steps of the CX IDCA improvement cycle are as follows:

  1. Identify repeat contact reason and Moments of Truth (MoT) improvement opportunities
  2. Develop an action plan and implement improvements for people, process, and technology practices in a small test pilot within an interaction and/or touchpoint to improve specific repeat contact reasons and MoT
  3. Check to see whether the test pilot was successful by using both internal and Voice of the Customer (VoC) metrics to evaluate changes in CX
  4. Act to implement a standardized improvement plan for improving repeat contact reason and MoT performance for all applicable interaction and touchpoint CX


One Contact Resolution 2nd Edition