CX Transformation: Prepare to Succeed

At a time when three in four shoppers say that customer experience is the single most important factor when choosing between competing brands, business leaders understand that a strong CX strategy is the cornerstone of any successful organisation. Getting most benefit from CX means using the best technology to drive great outcomes – especially as that technology has never been more advanced than it is now – cloud computing and AI mean that companies now have the power to drive more value from the CX efforts, especially in the contact centre.

But, upgrading your CX capabilities isn’t simply about choosing a provider and letting them get on with it. Truly successful CX transformation means making sure that your business is ready for it. While most CX solution providers will offer advice on the best way to implement an upgrade, there are internal factors that can stand in the way of success.

The key to a successful CX transformation is preparing your organisation for it. At DigitalWell, we’ve helped businesses of all sizes in every industry sector undertake successful CX and contact centre transformations and we see the same issues appear again and again, typically, in the planning stages. Every organisation must look deep into their existing infrastructure, processes and culture and see where changes can be made to bolster and streamline the process of CX transformation.

Here we look at four key factors that will impact the success of any CX transformation:

1. Leadership

When it comes to CX transformation, the benefits are clear, but it’s different for every business. That’s why it’s so important that business leaders think through the process thoroughly and see what it looks like for their unique challenges and opportunities. This means answering some crucial questions, such as:

• What are the desired outcomes?
• How will operations be impacted?
• What will the affect be on employees?
• What process changes need to be made to maximise benefit?
• How will the technology integrate with existing tools?
• How will you manage change and buy-in from stakeholders?

The questions will be different for different businesses. But once these have been reviewed and addressed, it’s up to the management team to ensure that an action plan for proper implementation is filtered down through the hierarchy of the organisation.

2. Customer centricity

Research by Deloitte & Touche found that customer-centric companies are 60% more profitable than those that aren’t. So before starting any CX transformation project, it’s important to look at just how customer-focused your organisation is. For some companies, achieving true customer centricity may mean changing the entire culture of the organisation.

That means promoting a vision where the customer is at the heart of everything you do, creating a unified culture for customer engagement across the entire organisation.

Demonstrating customer centricity:

• Anticipate customer need.
• Look for feedback.
• Be accessible and let customers know that you’re here for them.
• Be proactive in providing customer service.
• Provide service that goes beyond the sale.
• Link employee compensation to customer satisfaction.

3. Change management

CX transformation will mean seismic changes across the organisation. To succeed, it’s vital every member of the organisation is onboard and ready to embrace change. This change will affect some business units more than others, so it’s vital to set out a clear vision for the transformation. Translate this into a roadmap and communicate it to your people answering their questions and setting guidelines on what’s expected from them.

Likewise, be prepared to listen to the vendor. It’s inevitable that things you have done in the past will need to be eliminated or adapted. A good partner will help you change for the better.

4. Re-engineer work processes

One common issue is a failure to fix business processes that damage the customer experience. Putting flawed processes into new tech won’t improve them. As part of your efforts to transform into a truly customer-centric organisation, look at all your processes, what’s working, what isn’t, and how those processes translate into the new technology you’re about to deploy.

A good provider will advise on the best ways to do this, explaining the options available aligned with project objectives. Remember too, while CX has moved on, so has ERP and CRM. The systems you have in place for these will need to be looked at in parallel with your new CX solutions. The good news is much of it can be integrated, removing silos and making collaboration easier and more seamless.

Clearly, there’s a lot to consider before undertaking a CX transformation. Doing the groundwork before getting started is just as important as sourcing the right technology. Which is where DigitalWell comes in. We won’t sell you anything until we understand your business and your goals, along with your existing infrastructure, processes and culture. Only then will our team work closely with yours to make sure you get the solution that delivers the most for your organisation.

Ready for CX transformation? Start by downloading a brochure, then contact us for the advice you need to get started.