Nowadays one can hardly attend a CX conference or a cross-industry peer meeting without hearing the words “digital transformation”. Especially in well-established companies, with multiple products, M&A-induced technology, multiple customer databases, various global locations and technical debt in every corner, the mere thought of digital transformation can be daunting and the actual execution of it even more so. Add to this a mobile phone world, where simple and elegant apps have raised the bar of the customer experience, and it’s easy to see why there are only a few established companies that have successfully built a thoughtful and seamless customer experience. Below are three critical steps needed to effectively execute on digital transformation, especially in a mature company:
1. Executive and Senior-Leader Buy In: Any of us who’ve worked in large, multi-national companies know that getting an entire organization to “play nice” is the corporate equivalent of solving for world peace. However, if we are to build a thoughtful and seamless customer experience, we need executive and senior leader buy in in order to build the personal and technical bridges that will tie together the CX at any company. This starts with the CEO and must also be adopted by his/her executive leadership team, and down the line to the P&L and/ or functional leadership team. This is no easy task and tactics may vary based on the political environment of the company, but common ways to do this include (a) ROI analysis, especially efficiency gains through technical debt reduction, (b) cross-company adoption of CX metrics such as customer satisfaction (CSAT), net promoter score (NPS) and customer health, and (c) all-company compensation tied to customer experience metrics. There is no magic bullet here unfortunately, but perseverance is absolutely the key ingredient.
2. Ownership: One of the most annoying and consistent corporate shortfalls is around ownership.