Customer Experience | 10 MIN READ

7 Majestic Steps to Run an Effective Customer Experience Team Meeting

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Vivek Asrani
Oct 12, 2021

Effective Customer Experience Team Meeting

Effective Customer Experience Team Meeting

As a core leadership group working for a SaaS-based product company, running an effective customer experience team meeting is imperative.

Customer experience is one of the vital components for the success of any organization. And, it is especially important for a SaaS-based company. Hence, you need to stay at the top of your game while creating a team of leaders.

Such a core leadership group can help in meeting the priorities, setting the resources and accountabilities that help move the CX forward.

Running effective customer experience team meetings helps keep your teams involved, engaged, and excited to work together. This is a crucial factor that contributes to the success of an organization.

Customer experience team framework
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How to run better CX team meetings for the success of your organization?

Here are some tips for running an effective customer experience team meeting.

1. Prepare a CX charter

Customer experience programs, more often than not, start with an idea and a dash of sincere enthusiasm. To arrive at real outcomes, CX programs are dependent upon cross-functional leadership to transform their words and ideas into actions.

However, there is still a pertinent question: What is a cross-functional team’s role?

A CX charter can answer that question.

Let me, first of all, help you with the definition of a CX charter.

A customer experience charter is a concise document detailing the CX governing team’s agreements to align with their decisions. It typically concentrates on statements around the overall vision and goals as well as the roles and responsibilities of any on the team.

Any CX charter needs to answer these six pertinent questions:

  1. What is our overall CX vision?
  2. What are our CX Goals and Objectives?
  3. What are our Roles and Responsibilities?
  4. What is the best way to prioritize our CX efforts?
  5. Who needs to be aware of what we are doing? Whose approval do we require?
  6. What is the best way to make this teamwork in unison?

However, before you contemplate building your CX charter, it is imperative to build your team. Remember, a CX charter is nothing without a cross-functional team that knows how to utilize it effectively.

Certain organizations term it as CX Strategic Council or a CX Steering Committee. But, in this write-up, I have termed it the CX team to keep it simple.

Who should be on your cross-functional CX team? This is contingent upon your organization. However, there are certain key stakeholders that you need to include, like:

  1. Leaders having direct accountability over the actions that can have a major impact on improving the customer journey
  2. Team members from other areas that are very close to the customer experience
  3. Your CX team that helps you with the overall governance and keeping your CX efforts in high priority

2. Ascertaining the right people to attend and engage at meetings

Ascertaining the right people to attend and engage at meetings
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When you start to develop your CX charter, it becomes crucial to ascertain the right people to attend and engage in meetings. In simple words, it means creating a CX Strategic Council with leaders who are an integral part of ascertaining, enhancing, and recognizing the right moments along the customer journey.

This includes collaboration with different departments, like:

Digital marketing – Responsible for providing a digital experience to the customers.

IT leaders – The technology experts oversee the back-end processes and systems for the smooth customer journey flow.

Leaders from marketing, sales, customer service, and customer success departments – The ones who can provide valuable insights and address touchpoint enhancements.

HR, learning and development, or talent management – People who are key to ensuring the employee experience represent the customer experience and includes employee engagement strategies.

Internal communications – The ones who become a bridge to let everyone share and socialize what the team is doing throughout the organization.

Inviting teams and leaders you believe can play a vital role in achieving your overall CX goals is essential. Certain involvements might be temporary too. Hence, always find opportunities to invite key leaders from the organization to discuss specific issues and improvements.

3. Create a standard plan and then customize it for every meeting

A customer experience plan is vital for a customer experience meeting. The best way to move ahead is by creating a standard plan and then customizing it for every meeting. Such meetings are typically held regularly, usually monthly.

A typical agenda for a customer experience meeting will include the following:

  1. CX mission and goals
  2. The progress achieved on CX programs and priorities
  3. A look at the customer feedback and insights
  4. Innovations and forecasting
  5. The next course of action to be taken and the accountabilities that need to be considered

Have your customer experience mission statement top-of-mind by having this statement as a part of your template for meeting agenda.

Here are five questions that will help you create your customer experience mission statement:

  1. What is our brand promise?
  2. What will the customers get in return?
  3. What experience will we have to deliver?
  4. How do we want our customers to feel?
  5. How will our mission work in unison with our products and processes?

Depending on the type of dynamic of your organization and team, you can include introductions, ice-breakers, or other team-building activities as a part of the customer experience meeting agenda.

4. Share a story to address the main issues in the meeting

Share a story to address the main issues in the meeting
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It is very easy for a customer experience meeting tobecome a boring numbers game. Questions like: which metric went up and which one went down can easily make the leaders lose their way rather than being customer-centric.

This is where I would suggest you ask one of your team members to commence with a customer experience story. This can be either a great one or a not-so-great one with lessons.

The story will answer two important questions:

Did we achieve our customer experience mission? If yes, in what ways?


Did you falter to live up to our customer experience mission? If yes, in what ways?

Pass the role of the storyteller to different team members each time. This way, you will hear different perspectives and aspects of the customer journey and learn and celebrate with leaders that you normally do not work with.

Here are some quick tips to help integrate storytelling into your customer experience meetings:

  1. It aids in leading by example, so try to share your own stories when appropriate.
  2. Encourage and reinforce the value of both good and bad kinds of customer stories.
  3. Ask a designated storyteller to tell you their story in advance. This will help them be better prepared and coach them on how to tell the story in an effective manner that ties with your overall CX goals.

The best thing about a customer experience story is other leaders might hear things that apply to their teams. It is a great opportunity and a platform to discuss what needs to happen, what didn’t happen, or what’s already happened to address issues.

5. Have the overall goals and priorities of the organization in mind

Have the overall goals and priorities of the organization in mind
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A customer experience team meeting is a great platform to concentrate on your overall strategy and CX goals. Review the CX success statement and any team-focused goals derived from it.

It is the job of the meeting leader to review the organizational CX Success Statement and then invite one or more leaders who he/she thinks can contribute to what they wish to do for their team.

For example, an organization’s overall success statement focuses on “enhancing our brand reputation that results in more customer referrals.” Here, the customer success leader has their task cut out to track referrals and overall customer sentiment.

The next step is to understand what is going right, the next challenges, and how the team can work in unison to drive the right efforts towards the common organizational goal.

Concentrating upon one or more teams and sharing this way aids other leaders in learning and focusing on what they can do about it. It can also be a great time to celebrate progress.

6. Contemplate upon the past, present, and future of the customer experience program

A customer experience team meeting provides an opportunity to contemplate the past, present, and future of the customer experience program. This includes:

  1. Past: What has already been achieved? What is already prioritized? Are we meeting accountabilities?
  2. Present: What is the customer feedback telling us? What should we do next?
  3. Future: What new thing has come up in the marketplace, our customer’s ecosystem, or the overall customer journey?

Take a look back in the rear mirror

The leaders have already formed their list of priorities around the customer journey, including what actions are needed, who is responsible, and the desired outcome.

Take a close look at the list and discuss any roadblocks, questions, or concerns on getting things done.

Back to the present

Take a good look at what customers say about their experience and discuss key customer experience metrics. You can also address processes around customer feedback too.

Next, set alerts in case of minor changes in metrics going forward in time.

A leap of faith into the unknown

I would recommend you ask a different person on the team to lead this part of the discussion each time to keep everyone engaged.

This is the time when you ask teammates only on a single question like “what are we hearing from customers about future concerns?” or “what CX innovations have you experienced as a customer?” or even better, “what is the best way to create an ideal customer journey for our customers in the next year or half a decade?”

The ideas that get surfaced can excite most of the leaders in the group. And they are worth exploring as part of your priorities.

7. Closing down the meeting

Closing down the meeting
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This is the time when the leaders need to wrap up the customer experience meeting. While closing, here are some things to contemplate upon:

  1. Have a close shave at the priorities list again and discuss whether any additions or edits are required based on the decisions made in the meeting.
  2. Take a look at the expectations and accountabilities before the next meeting.
  3. Ensure that everyone leaves being on the same page with a clear understanding of the customer’s journey and their role in it.

Ensure the effectiveness of your customer experience team meeting

With the help of a team of dedicated leaders, you can create the right path to envisage a better experience for the customers. It is the right time for the leaders from different parts of the organization to connect and collaborate.

With their collaboration, they can take a consistent cadence of action and communication that helps achieve the organization’s objectives in terms of CX.

I would like to end this write-up by saying, these customer experience team meetings are more than mere meetings. These are the norms of actions that help drive the CX forward. Ultimately, this will assist the organization in yielding better business outcomes.

And, if you think it with a cool head, it is the best investment you can ever make for your organization!

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Originally Published October 12th, 2021, Updated October 12th, 2021

Vivek Asrani

Vivek Asrani is a prolific writer by passion. Currently, he is working as a Senior Content Writer & Strategist at SmartKarrot. He has an overall experience of more than 9 years as a content writer. He loves writing on customer experience, customer service, and customer success.

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