Brands thrive when they deliver a spectacular customer experience (CX). In a digitally connected world we see customers benchmarking brands not just against their traditional competitor set but against the best experiences theyve had anywhere in the world, irrespective of their industry, platform, and segments.
To wow customers and win in this environment you might be tempted to see an ambitious large-scale transformation project as the answer. But the big bang is not always the most likely route to success. Many companies find that their biggest gains come when they create a culture of continual improvement. Persistent, systematic tweaking of systems and processes may be the most effective way of addressing the pain points that your customers experience.
Incremental and iterative approaches to CX design can deliver enormous value.
Leaders in search of CX excellence for their organization should not underestimate the challenges of creating that culture. It may well require a shift in mindset from people in parts of the organization who perceive the existing CX to be world-class or leading edge. Resistance can wear many disguises and be presented legitimately. One of the fundamental roles of leadership is to articulate the importance of CX and the roadmap for success in ways that empower the organization to unearth tangible results and returns on CX investment.
Playing to your organizations strengths is a good strategy. In my article When CX Should Begin with Tweaks, Not Disruption in our management journal, Perspectives, I describe a strengths-based framework that can form the basis of your CX improvement journey.
An important part of that framework is the creation of an ecosystem of innovation. That requires a culture that sees customers, people, and operations being linked by a thread. This cultural attitude inspires collaboration within the integrated ecosystem that creates value for all participants.
How all of this improves the CX is simple: the framework helps understand what the business excels at and the pain points it can tackle immediately, with a little investment, to create quick wins and outsized ROIs. Delivering quick wins is one important way of signposting what good looks like and inspiring a culture of continual innovation.
If youd like to learn more about that framework and how it can be applied you can read my article here.