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Before we take a dive into customer experience (CX) transformation, let’s take a look at CX and understand what it is.
Customer experience, or CX, refers to the perception that customers have of a brand as a result of their cumulative interactions with the organization over their entire customer journey.
Customer experience transformation refers to the change in an organization’s overall business model by taking a more customer-centric approach in order to enhance CX. CX transformation requires organizations to completely redefine themselves so as to meet customer needs and expectations more effectively.
Conducting exploratory research seems tricky but an effective guide can help.
Let’s look at the key components of CX transformation by understanding the four areas within the business model where change must occur:
When an organization aims to achieve CX transformation, the first step it must take is to devise a new vision statement that encompasses its new goals and objectives. A well-crafted vision statement will help everyone in the organization develop an understanding of the areas of focus and key strategies.
It is important that employees across functional departments work together toward the shared goal of customer-centric transformation. This change may require the assignment of new roles or teams.
To support the new business model, new and improved working processes and standards must be set. These new processes should be clearly defined so as to enable employees and departments to effectively apply them.
It is integral to transform the organization’s current technology infrastructure to a new infrastructure that facilitates the CX transformation vision. Customer data structures should be evaluated to identify gaps between the current state and requirements.
Organizations that successfully transform their business model by taking a customer-centric approach to enjoy the following benefit:
Customer experience, often referred to as CX, is the customer perception of a brand as a result of the cumulative customer-brand interactions from the beginning to the end of the customer journey.
Customer experience transformation involves taking a customer-centric approach to altering a business model with the objective of enhancing customer experience.
When brands want to achieve CX transformation, they must focus on these four components of their business model:
Some benefits of CX transformation are: