Adapt, adopt and align to accelerate the delivery of a consistent customer experience
To create powerful connections between the business, its employees and customers, you need to optimize three things: the organization, people and technology.
Without a common baseline, CX will always be fragmented. To enable an optimal customer experience, it’s critical to create adaptive organizational structures, adopt the practices of an evolving workforce and align technology with CX outcomes.
Did you know?
Evolve and be agile
Organizations see the need to evolve and be agile, with one in five (20.9%) now saying they are proactive and growth-orientated; another half (49.7%) are open to change.
Just 51.6% list demonstrable return on investment (ROI) as a top-three measure of the effectiveness of technology projects.
Optimize the workplace
48.0% acknowledge a need to optimize the workplace environment to meet the demands of an evolving workforce.
Key questions to ask
Can your organization deliver consistent CX and quickly adapt to change?
An adaptive operating model with agreed CX standards and cross-functional working groups form a tangible CX governance capability, allowing you to deliver a connected customer journey across the organization.
Are your people empowered to engage with customers in a meaningful way to create value?
A considered CX and employee experience (EX) culture and environment will set the scene for an optimized workforce where employee and customer satisfaction are the ultimate output.
Is technology a key enabler for aligning CX delivery with business outcomes?
Technology is becoming increasingly critical to enabling current and future CX capability. The focus is no longer on simply integrating channels but on using technology as the key enabler to align CX with business outcomes.
Key considerations for ongoing organizational optimization
- Develop an organizational culture with a clear, consistent approach to CX. With everyone operating from the same baseline, it’s much easier to be agile in response to change.
- Adapt traditional silo-based operating models. Create consistent experiences, regardless of function, across the entire customer lifecycle, from acquisition to maintenance. Service interactions should be as quick and easy for the customer as it was for them to purchase or sign up.
- Remain highly adaptive. Changes in market conditions and innovation are constantly reshaping required business capabilities and customer and employee behaviours.
- Balance customer needs with short-term financial gains. Engage customers in designing and evolving channels and self-service.
Group Senior Director, CX Consulting, NTT Ltd.
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