Tom Shimko on Measuring and Proving the Value of CX Investments
CX is a strategic necessity, not a nice to have. The challenge is proving it.
Tom Shimko is a seasoned expert in customer experience and marketing. He shared how to measure and justify CX investments, with case studies from his work.
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Originally aired November 7, 2024 as Episode 109 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
The IDIC framework: identification, differentiation, interaction, and customization
Case studies from 1-800-Flowers, AIG, and Prudential
Misconceptions about proving the value of CX
Aligning CX initiatives with senior leadership's goals across the customer lifecycle
Make the business case
Tom's examples show how targeted improvements raise customer value and reduce attrition. That's the kind of evidence that keeps CX funded.
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About the guest
Tom Shimko is a customer experience and marketing expert.
If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.
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