CX Transformation: The Realignment of Business Strategy, Processes, and Vision

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What Is CX Transformation?

CX Transformation is the collection of all customer experiences provided by an organization to ensure cohesiveness, engagement, and enrichment of all customer journeys.

It involves looking at the cumulative of all customer journeys to improve customer touchpoints and provide a remarkable customer experience.

Most importantly, to thrive on a global scale, organizations must develop a quick response to ever-changing customer expectations and meet their demands proactively.

CX transformation requires expertise, knowledge, and experience. Many organizations fail to identify the pain points in their customer journeys.

Consequently, they don’t know what problem to tackle first, or they work on fixing things individually.

This siloed mentality is inefficient due to a lack of a clear view of how problems might affect the customer experience. More likely, executives need all the puzzle pieces to see how they fit into a successful customer journey.

Organizations thinking this way will struggle to see beyond established ways of doing things. Their lack of fluid intelligence creates team separation and a lack of communication.

cx transformation mckinsey image

Ask yourself if it is better to push change in one function only or cross-functionally, with a customer-centric focus. The critical factor in answering this question is identifying gaps and improving function.

Let’s expand on what a CX transformation process looks like and what solutions can help you resolve the toughest customer experience challenges.

Identifying Customer Pain Points

Seeing through your customers’ eyes and tapping into their voices involves a range of systems and processes that capture vital customer feedback.

Leaders need clarity of purpose and the ability to rise above unpredictable situations. Thus, you must adopt a helicopter view of your overall processes, strategies, tools, and resources.

At a large scale, seeking context will allow you to shine a light from a higher perspective and lead your team to success.

For instance, CX managers, change managers, or transformation leaders all have the following customer experience pain points in common:

  • Siloed data or systems
  • Complicated processes
  • Lots of manual work
  • Delayed responses
  • Inconsistent customer experience
  • Poor customer support
  • Lack of omnichannel strategies

customer buying cycle

As a result, their top responsibilities consist of improving business processes and systems.

CX professionals need to consolidate, tailor, and optimize customer touchpoints to bring the best customer retention rates.

Value comes in many forms. From customer onboarding to all the interactions in between, customers expect transparency, value, and quality of service.

We think the secret to achieving superior customer satisfaction is to bring everyone closer to the customers.

You achieve that through carefully designing customer touchpoints. To name a few interactions that meet customer expectations in customer service:

  • Be proactive with outbound communication.
  • Provide multiple contact options and the ability to switch.
  • Respond on time on all channels.
  • Solve problems fast and in the first interaction.
  • Organize self-service through automation.
  • Offer easy surveys and act on feedback.
  • Use personalization techniques.
  • Reward customers for loyalty.

The 4 Most Important CX Transformation Steps

1.     Get the mindset right

Focus on bringing change by getting everyone in your organization on the same page. Start by having a committed, long-term vision for your customer experience strategy.

In short, establish trust, connection, and transparency across all teams, departments, and silos.

If you fail to do this, the CX transformation process will not have a unified customer experience.

Executing a successful CX transformation within your organization will require understanding data and analytics, customer profiles, and experience running customer experience programs.

So, bring your A-team players together and prioritize customer experiences.

2.     Enable cross-functional process.

Establishing cross-functionality and agile operating models across CX can drastically impact your business.

While the goal remains to provide the best customer experience, you also reduce costs, improve communications, break silos, and work through inefficiencies.

However, to facilitate continuous improvement and maintain momentum, we recommend CX professionals align teams, train people, and invest in the right tools to exceed customer expectations.

functional roadmap of cx transformation

3.     Keep consistency across channels.

Firstly, the purpose of developing a CX transformation process is to break silos and deliver the same high-quality CX experience across channels.

With predictive AI and machine learning, you can analyze customer behavior before purchases and actions and forecast when certain products and services can be of interest for repurchasing.

Secondly, automation not only reduces manual input and time-consuming tasks, but it helps scale your organization faster.

For instance, a customer service representative can use AI to automatically answer the most frequently asked questions or to schedule appointments.

AI and machine learning can improve customer experience through advanced personalization contributing to your customer-centric culture.

4.     Measure and refine the CX transformation process.

CX transformation is a substantial advantage in the new digital age.

“A customer-experience measurement system typically resides at the core of transformation” explain Ralph Breuer.

Executives looking to raise a company’s status through superior customer experiences must choose the most important metrics to track.

You need to know if your clients are happy or dissatisfied with your services. And to get to the root of the customer’s dissatisfaction, you need measurement strategies that work.

building block of cx transformation

Aligning all your customer experience metrics into a unified model with a customer-centric focus in mind is crucial. Therefore, identify the routes impacting your customer experiences to improve them.

CX Transformation Solution

A successful CX transformation requires reliable partners, and it takes real commitment to emerging solutions that will give companies the competitive edge they need.

Using a cloud communication platform as your action engine enables executives to make decisions with the highest impact.

In a nutshell, you need:

  • A customer engagement platform to unify customer communications.
  • A system which is able to orchestrate complex data and understand customers.
  • Many real-time customer service solutions provide faster responses and channel diversity.

Finally, if you aspire to be a customer-centric organization and start the CX transformation process, get in touch with VoiceSage.

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Published on: 16th January 2023

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