Brendan DykesBrendan DykesApril 24, 2019
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7min954

Everyone is someone’s customer, and every single one of us knows how we want to be treated.

Yet we’ve all had experiences that have influenced our opinion of a brand, but actually little or nothing to do with the product or service itself. It is why the quality of service and experience provided by contact centres is critical to the well-being of any organisation that prides itself on the quality of its CX.

As the late Maya Angelou said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Intensifying competition and the growing power of consumers have together made customer experience the only means by which you can achieve truly durable competitive advantage in retail today. 

It is not possible, however, to provide a joined-up customer journey if the tools you have to manage it are incomplete. Simply throwing cash at CX technology will not lead to success. Here then is a seven-step plan to guide your contact centre transformation.   

1. You must acknowledge the need for change.

The first step towards the recovery of your CX is admitting you have a problem and having a genuine and consistent commitment to solving it. Don’t focus your energies entirely on customer complaints as a guide to your transformation. These are negative emotions. Look at positive feedback as well, to identify what your organisation is getting right so you can start replicating it. 

2. Be clear about the Customer Experience you are trying to deliver

Unfortunately, many organisations still have an incomplete definition of CX. Either that or their division into functional silos means that CX has become the proverbial elephant being examined by three blind men. In other words, everyone comes up with their own idea based purely on knowledge of their own silo, mistaking or misconceiving the true nature of CX and what it should deliver for the organisation.

3. Ensure you have executive buy-in

It is vital your CEO or CFO is on board to sponsor any contact centre transformation initiative and lead from the top down. But also consider whether you need a dedicated position such as a Chief Customer Officer. Whoever fulfils this role owns the Customer Experience and has the authority to ensure the requisite focus.

4. Work hard to ensure your organisation is fully on-board and aligned

Remember that people are capable of being very parochial, which is often caused by anxiety  about what change will mean to their own work and targets. To counter that, consider establishing a ‘CX Council’ to bring together all departments that have any role in the Customer Experience and empower them to work as a team with a unified vision of putting the customer first, no matter what.   

5. Get on your benchmarks

After mapping the customer journey, your next step should be to assess the current state of your strategy, people, processes, and tech. Come to a decision about how you are going to measure the delta of change in terms of positive customer emotion, not just reduced holding times or other operational metrics.

6. Collaborate to differentiate

This is an important one, because by working with a true solution partner, rather than simply a software vendor, you can set yourself on the right path to true omnichannel engagement and avoid the all-too-common operational pitfalls. Use the expertise of your partner to identify opportunities for business alignment along with ways of applying technology to speed up your transformation journey.

7. Build your business case

Providing good Customer Experience will have a positive impact on your organisation’s bottom line, which is certainly a legitimate justification for any CX initiative, but you still need a solid business case based on logic and metrics rather than intuition. If you have the right partner, they should be able to direct and inform this process.

These are seven great steps to set any organisation on the path towards recovering its CX and providing great customer service again. We cannot pretend it is always easy. Such a journey does inevitably involve a substantial measure of cultural upheaval. Customer experience needs to become a collective obsession within the enterprise.

CX culture and practices have to evolve every day and encompass what is always a changing technology landscape. But once this mindset is firmly embedded right across the organisation and all those internal barriers and silos are banished, at least as far as CX is concerned, the tangible bottom line benefits will flow in. You will also have a much happier and more fulfilled workforce.




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