Create consistent customer-centricity with the

CX Mission
Statement
Workbook

With Jeannie Walters, CCXP &

What is a CX Mission Statement,
and Why Does it Matter?

A Customer Experience Mission is a guiding statement for your

organization around what the experience should be for each customer,
every time.

It provides a consistent purpose around what the experience should be to

your employees, whether they’re interacting directly with customers or not.

If your organization doesn’t have a clear Customer Experience Mission,

you’re asking employees to make a best guess on what the experience
should be. Your customer’s journey will be filled with inconsistencies.

Some in your organization may ask: “Don’t our Corporate Mission, Vision,
and Values statements already serve this purpose?”

While some get close, most fail on how to deliver.

Many corporate statements sound something like this:

“Our mission is to be recognized as an industry leader, earning higher

profits for our stakeholders and loyalty from our customers.”

This type of statement is aiming for customer loyalty… but how will they
get there?

That’s where a Customer Experience Mission can help.

More CX Mission Statement resources:

Article: Why a CX Mission Matters — & How to Create One | Read or Listen
Webinar: Five Questions to a CX Mission Statement | Watch

Create Your CX Mission Statement

How to Use This Workbook

This workbook will take you through four key steps:

1. Collect: Gather and review your current organizational statements.

2. Reflect: Answer four questions about what drives your organization.

3. Connect: Fill in the blanks to build your own CX Mission Statement.

4. Direct: Use your new Mission Statement to direct the way you create
new products, services, processes, and initiatives.

Completing this exercise alone? Simply follow the prompts and do your
best to complete the fill-in the blank sections.

Working on this with your team? Even better! We recommend printing out a
copy of this workbook so everyone can record their answers individually.
For each section, brainstorm first, then stop to discuss your answers.

Working with Jeannie? She’ll guide you through each step, clarifying along
the way and asking follow-up questions to delve deeper and help your
organization get the most out of your new CX Mission Statement.

If you’d like to hire Jeannie to facilitate a CX Success Statement workshop,

just email [email protected].

Create Your CX Mission Statement

Part 1: Collect

Before setting off towards any destination, it’s critical to know where
you’re starting from. The journey of building a CX Mission Statement is no
different.

In this step, we’ll collect the current company-wide mission, vision, and
values statements in your organization to help us identify where we’re
starting from and give us a foundation to build upon in later steps.

On the next page, you’ll find fill-in-the-blank sections to enter your

company’s Mission Statement, Vision Statement, and Values.

These are the definitions we use for each:

• A Corporate Vision Statement is an aspirational statement about

where the company is going, often created to speak to stakeholders.
• A Corporate Mission Statement communicates the organization’s
“reason for being” or purpose.
• Corporate Values reflect what values the overall organization looks to
uphold in order to deliver on the vision and mission.

Create Your CX Mission Statement

Part 1: Collect
Fill in the blanks for the Mission/Vision/Values statements you already have.

A Statement by Any Other Name… Does your company use different

terms for your statements? That’s okay! Fill in the blanks where it’s most
appropriate, and don’t be afraid to cross off one of our suggested titles and
replace it with your own.

Don’t have all these statements? Few do, and that’s okay too. Just fill in the
statements that you do have.

Remember… Only enter the statements that already exist in your

organization. We’re not asking you to create new ones on the spot… that
would be cruel!

Our Current… fill in the blank:

Corporate Mission Statement: ___________________________________

_________________________________________________________________
_________________________________________________________________

Corporate Vision Statement: _____________________________________

_________________________________________________________________
_________________________________________________________________

Corporate Values: _______________________________________________

_________________________________________________________________
_________________________________________________________________

Create Your CX Mission Statement

Part 2: Reflect
On the next few pages, we’ll ask and answer four questions about your
organization that will help clarify the details that will make up your CX
Mission Statement.

Better Together… To get the most valuable answers, bring in other

members of your team or other departments to discuss these questions.

This will also help you get buy-in when asking those in your organization to
adopt and use your new CX Mission Statement -- they’ll feel pride in having
helped to create it!

Create Your CX Mission Statement

Part 2: Reflect
Question #1. What’s our Brand Promise?
A Brand Promise is what you’re telling customers to expect from your brand.
The first step towards a CX Mission is understanding what promises have
already been made to customers, explicitly as a formal Brand Promise or not.

For Example:
• Customers know to expect excellent hospitality and high-end service
from a 5-star resort.
• Customers also understand they have a clean room and a place to stay
the night at a lower-cost, no-frills hotel.

The brands of those hotels are different, and the promise to customers is
different, too.

We tell our customers to expect… ________________________________

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________

_________________________________________________________________
_________________________________________________________________

Create Your CX Mission Statement

Part 2: Reflect
Question #2. What’s in It for the customer?
No matter the product you sell or service you offer, your organization must
know and agree upon what the customer will do, achieve or experience.

For Example:
• IKEA, the furniture brand, includes “to create a better everyday life for the
many people.”

This gives them a point of reference to ask: “how can the customer
experience achieve this along the journey?

Our customers can expect to do, achieve, or experience… _________

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________

_________________________________________________________________
_________________________________________________________________

Create Your CX Mission Statement

Part 2: Reflect
Question #3. What experience can we consistently deliver?
It can be easy to get caught up on the aspirational ideas of a CX Mission. But
a Customer Experience Mission must be realistic.

Consistency is Key… Look for experiences that can be “always on” --

delivered at every step through the journey.

Avoid superlatives that end in -est -- Fastest, easiest, best, etc. -- because
those tend to be impossible to deliver at every step. Instead, look for words
that connect more closely to who your brand is.

Example:
• A law firm we worked with on this exercise realized they set themselves
apart from the competition by being humble.

This led to them determining they could consistently deliver an experience

that included “listening and learning with humility.”

We can realistically and consistently deliver… _____________________

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________

_________________________________________________________________
_________________________________________________________________

Create Your CX Mission Statement

Part 2: Reflect
Question #4. What do we want our customers to feel?
Emotions are a key component of your customers’ experience and their
buying decisions.

Brainstorm five (or more!) emotions you want your customers to feel.

Look to real-world examples of what customers have told you when they are
happy and feel their expectations have been exceeded.

Look to examples of customer complaints, too, and consider the opposite

emotion that you could deliver if the experience were different next time.

Throughout their journey, we want our customers to feel…

1. _____________________________________________________________

2. _____________________________________________________________

3. _____________________________________________________________

4. _____________________________________________________________

5. _____________________________________________________________

Create Your CX Mission Statement

Part 3: Connect

Time to connect our answers from Part 2 together into a single, consolidated
statement.

Of course, you’ll need to consolidate and simplify your answers to fit into a
single statement. Do your best to boil them down to shorter but still effective
forms. Remember, you can always refer to your complete answers later.

Our CX Mission Statement… fill in the blank:

At __________________________________ our customers expect

Organization Name

__________________________________________________ in order to
1. Brand Promise

______________________________________________________________.
2. What’s in it for the customer

We deliver that experience consistently by ______________________

_________________________________________ so our customers feel

3. What experience can we consistently deliver

_________________________________________________________ along
4. What do we want our customers to feel

every step of their journey.

Create Your CX Mission Statement

Part 4: Direct

Congratulations -- you’ve built your new CX Mission Statement by

answering some tough questions.

But you’re not quite done.

To get the most from your CX Mission Statement, you'll need to use it to
direct the way you create new products, services, processes, and
initiatives.

Don’t worry, doing so is as easy as asking one more question:

How will our CX mission tie to our

products and process?
A great CX Mission is never just a single campaign. It shows up throughout
the organization for years to come.

As you develop new products, services, and initiatives, refer to your CX

Mission Statement and make this question a part of your process:

How will our CX mission serve this?

Record your answers on the next page to keep your organization

accountable and have a record of the ways your CX Mission statement is
making a difference over time.

Create Your CX Mission Statement

Part 4: Direct

How Our Initiatives are Supported by Our CX Mission… in the

first column, list new initiatives, products, etc. as you create them. In the second
column, for each, list the way(s) your CX Mission will support it.

Product, Service, How Our CX Mission

Process, or Initiative Supports This

Create Your CX Mission Statement

Congratulations!
You’ve got a new CX Mission
Statement and you’re on your
way to big things.

How else can Experience

Investigators help?
Click on any item to learn more:

Learn About Remote Workshopping,

Training, & Consulting

Join the free 21-Day

CX Challenge

Explore Jeannie’s Four

LinkedIn Learning Courses

Or find more at
ExperienceInvestigators.com.

Jeannie Walters, CCXP

Founder and Chief Experience Investigator