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Making a cross-functional CX Team: Why governance structure is key?

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Is your business undergoing customer experience (CX) transformation? Are you in the budding phase or you’re already on your way? Irrespective of the stage you’re at, it’s important to understand that CX transformation can get success only if the efforts come from all the hands-on deck. So, the company shouldn’t rely only on the executives for the required work, rather every member of the organization should be committed to it equally. Here the question arises – how to ensure that? 

While there are various elements that play a pivotal role in ensuring a successful CX transformation. One of the key elements is known as a governance structure. It is defined as the creation of policies and monitoring their implementation by the dedicated members of an organization. It involves the mechanisms needed for balancing the powers of the members (as per their accountability) and their prime duty of improving the welfare of the organization.

The governance has been categorized into two sections which include: 

Structure: It consists of the governing body and focuses on creating policies, monitoring, as well as maximizing the organization’s welfare. Intending to create committees and assigning them particular tasks, this section is responsible for both oversight and execution. 

Operating Model: This model is responsible for the successful execution of CX vision to strategy by the means of data democratization, turning insights into action, developing interactive processes, establishing success metrics, setting up a communication plan, etc.

In this article, we’ll discuss the first section, i.e. structure part only. It comprises clear and well-defined cross-functional responsibilities that entail decision, action, inspection, change, as well as accountability. The structure includes committees, that need to be cross-functional for avoiding siloed efforts during the CX transformation. Their main goal is to help an organization boost the overall customer experience and do everything to the best benefit of the customers.

What are the general responsibilities of a committee?

  • Supervising the multiple initiatives for customer experience improvement and providing guidance with respect to each of them.
  • Defining the prioritization criteria and the metrics that can help to track progress. 
  • Monitoring the progress in terms of achieving desired business outcomes.
  • Reviewing customer insights and distributing them among the concerned departments for action.
  • Ensuring the cross-functional teams work collectively and divide responsibility for better outcomes. 
  • Maintaining a huge list of CX initiatives for monitoring as well as prioritizing new initiatives among the existing workload.
  • Reviewing, prioritizing, and approving budgets for cx improvement initiatives.

What are the common committees included in a governance structure?

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Executive Committee

The Executive Committee includes the key executives of your company. This comprises department heads, business leaders (C or V level), along the business unit heads that are crucial for successful outcomes.

Adding your CFO to this committee would be a great idea. While they don’t need to be a part of every meeting, but getting early insights into some initiatives can help in the case of prioritizing and getting budget approval.

This committee is responsible for maintaining a huge list of organization-wide projects that are specific to initiatives arising from customer understanding efforts. The committee will focus on aligning cx transformation goals to that of business goals, reviewing and approving initiatives & action plans, identifying owners & setting a budget for the initiatives, finalizing success metrics, providing resources & guardrails for execution, driving accountability for insight delivery as well as action plans.

Executive Sponsors

The Executive Sponsors are of two types, CX and EX respectively. While a single individual is required to handle this role, using a different sponsor for customer experience (CX) work and employee experience (EX) work is the best option.

As the customer experience responsibilities fall with the CCO or VP of CX and the employee experience responsibilities fall with the CHRO or VP of HR/People (EX), it’s imperative for them to collaborate and work together.   

As these individuals are considered to be champions for their constituents (CX & EX respectively), they should develop the required vision, strategy, and guide for driving seamless execution of the work. Being the mediators, they’re responsible for training and bringing the team together under a common purpose.

Core CX Team

The Core CX team includes the staff members that are responsible for performing the crucial underlying CX work while keeping the CX engine active. The roles and responsibilities of this team include: 

  • Developing, implementing, and managing dedicated tools for understanding customers.
  • Centralizing, analyzing, as well as synthesizing customer feedback with data to design exceptional experiences. 
  • Identifying the right metrics to track customers and ensuring those are aligned to your business goals.
  • Sharing the cx insights gained from tools among other team members of the organization.
  • Developing the right strategy that can help to deliver the desired customer experience.
  • Providing internal as well as external communication about the ongoing work.

CX Champions

Being a cross-functional committee that is built for breaking down silos and accessing the voice and ideas of every department, this committee includes members from all the departments. The committee members highlight the required CX improvements and updates that should occur in their specific business areas. During the committee meetings, they are responsible for representing their departments and share the customer needs & processes arising from their respective departments. Due to this, these members become an addition to the Core CX Team because the core CX staff has no insights into the expertise of each department. 

By driving the work within their specific departments, committee members educate and socialize the received feedback & insights. With a key focus on facilitating change initiatives across the individual departments, they perform root cause analysis, identify improvements, and provide all details to the Executive Committee to get approval for those improvements.

Culture Committee

A Culture Committee includes a set of cross-functional employees who are responsible for identifying, discussing, and planning measures to build and promote the desired organizational culture. It’s essential to make this committee cross-functional so that there’s no greater influence of one particular area of the company over the other.

The members of this group are like-minded and aligned with the core vision & mission of the organization. They’re aware of how processes work in the company and make a strategic plan for promoting the desired culture.

By socializing and modeling the core values, this committee is responsible for creating events & programs that can bring the workforce together to support the organization’s culture. The committee may play a pivotal role in defining the core values as well as the acceptable behaviors related to each value, if not done earlier! 

By leveraging a governance structure, you can effortlessly make a cross-functional CX team for delivering the intended customer experience. Voxco offers power-packed customer experience solutions that empower your team to gather insights & operationalize them within their concerned departments for ensuring CX transformation.

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