CX Delivery: The Most Common Process Gaps (and How to Fix Them)
Identify and close the handoffs, controls, and measurement gaps that break customer journeys. Standardize intents, SLAs, knowledge, and feedback loops—then orchestrate repeatable experiences across marketing, sales, service, and product.
The most common CX delivery gaps show up as unclear ownership, broken handoffs, missing controls, and weak feedback loops. Symptoms include channel inconsistency, slow case resolution, rework, and disconnected KPIs. Closing them requires defined stages & SLAs, single-customer identity, knowledge & content governance, proactive communication, and closed-loop analytics tied to time-to-value, resolution, retention, and expansion.
Where CX Delivery Usually Breaks
The CX Process Gap Playbook
Use this sequence to stabilize delivery, reduce effort, and lift retention and expansion.
Define → Align → Instrument → Orchestrate → Resolve → Improve → Govern
- Define stages & SLAs: Map Discover → Buy → Onboard → Use → Get Help → Renew/Expand with entry/exit criteria and timers.
- Align ownership & handoffs: RACI for every stage; named owners for backlog, incidents, escalations, and comms.
- Instrument identity & signals: Unify IDs across CRM, MAP, ticketing, product analytics; capture intents, reasons, and dispositions.
- Orchestrate communications: Standard templates for status/next-step; proactive outage/change notices; expectation-setting at purchase.
- Resolve with knowledge: Central KB governance, macro standards, deflection-ready help center, and embedded in-product help.
- Improve via root cause: VOC + ticket taxonomy → Pareto; defect backlogs with owners, SLAs, and release notes.
- Govern with outcomes: Monthly CX council reviewing TTV, FCR, CES, NPS, churn/GRR/NRR, and top drivers; reallocate resources.
CX Delivery Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Journey Stages & SLAs | Loose steps, unclear timers | Formal entry/exit criteria and timers per stage | CX/RevOps | Time-to-Value (TTV) |
| Identity & Context | Multiple records, missing history | Unified profile with product usage and case history | Data/IT | First Contact Resolution (FCR) |
| Knowledge & Content | Outdated docs, tribal knowledge | Governed KB with quality gates and lifecycle | Enablement/Support | Self-Serve Deflection Rate |
| Proactive Communication | Reactive updates only | Automated status, ETA, and change notices | Service Ops | Customer Effort Score (CES) |
| Root Cause Management | Solve symptoms | Systematically retire top drivers | Product/Ops | Ticket Volume per Active Account |
| Outcome Governance | Activity metrics | Outcome dashboard tied to churn/NRR | Executive CX Council | GRR/NRR, NPS |
Client Snapshot: Cutting Time-to-Value and Repeat Contacts
By standardizing stages/SLAs, unifying identity, and launching proactive status communications, a SaaS brand reduced onboarding TTV by 32% and repeat contacts by 28%, while raising NPS. Explore results: Comcast Business · Broadridge
Map gaps to The Loop™ and govern remediation with RM6™ so every team ships consistent, measurable experiences.
Frequently Asked Questions about CX Process Gaps
Operationalize Customer Experience Delivery
Codify stages, SLAs, knowledge, and proactive communications—and govern improvements that lift retention and expansion.
Revenue Marketing Transformation (RM6™) Customer Journey Map (The Loop™)