7 cx-lessons-final
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This document outlines 7 lessons for successfully incorporating customer experience (CX) into digital transformation. The 3 key concepts that define CX are: 1) thinking by design by putting end users first, 2) agile development through frequent testing and iterations, and 3) leading with data by using insights from technologies like IoT and AI. The 7 lessons are: 1) keeping the customer in mind, 2) leading with data, 3) thinking by design, 4) advancing with AI, 5) taking an agile approach, 6) implementing CX harmoniously across channels, and 7) following the ROI. Companies that follow these lessons and put CX at the center of their digital transformation will be better able to engage customers continuously and drive profit
7 cx-lessons-final
- 1. 7 CX Lessons for a Successful Digital Transformation
- 2. Getting Your CX Right is Imperative Many companies are not putting customers at the center of their digital transformation Poorly designed experiences create inconsistent and inauthentic touchpoints with the brand Successful companies are in tune with their customers and create better CX than their competitors Creating a differentiated and competitive experience is a major driver of profit and recurring revenue Three concepts need to be followed to put CX at the center of digital transformation
- 3. 3 Key Concepts Define CX Thinking by Design: Put end users first and address their environment, wants, and needs Agile Development: Rely on frequent tests and iterations, and continuous customer learning Leading with Data: Use data from technological developments such as IOT and AI to generate more rounded insights on customer preferences These three critical concepts underline the 7 CX lessons for successful digital transformation 1 2 3
- 4. CX Lessons for Digital Transformation 1. Keeping the Customer in Mind 2. Leading with Data 3. Thinking by Design Companies can begin their digital transformation by learning from the seven CX lessons 5.Taking an Agile Approach 6. Implementing CX Harmoniously 7. Following the ROI 4. Advancing with AI Tweet This
- 5. Tweet This 1. Keeping the Customer in Mind Tweet This Businesses tend to see CX solely either in terms of customer acquisition or as customer service Instead think broadly about customer preferences, and design an experience that enables continuous engagement Ensure individual business units do not innovate in silos, but contribute to the whole organization and customer experience A poorly designed CX transformation can actually worsen the overall experience a company provides Netflix put CX at the heart of its digital transformation to trump competition
- 6. 2. Leading with Data 1. Understanding the needs of your customers and how they want to engage with your brand is key 2. Businesses must generate insights about the customer experience across the entire customer lifecycle 3. Automakers are using IoT sensors to collect data on car users and extending the customer relationship beyond the point of sale 4. BMW is testing car-sharing and parking-space reservation apps to provide essential and loyalty-generating experiences Tweet This
- 7. Tweet This 3. Thinking by Design Tweet This Rich data sets about customers and their environments should inform design thinking These insights can produce ideas that can be tested rapidly through prototypes Following trials and customer feedback, the CX can be refined and brought to market MassMutual created an education-based buying experience to target a younger demographic for life insurance
- 8. 4. Advancing with AI 2. AI can sharpen customer segmentation, personalization and targeting 4. Amazon’s grocery store uses a combination of cameras and AI to track customers in the aisles and make payments automatic 3. AI that captures and makes sense of structured and unstructured data enables delivery of superior CX 1. AI can help companies spot trends and predict customer behavior Tweet This
- 9. Tweet This 5. Taking an Agile Approach Tweet This Agile development is crucial to designing great products and customer experiences Frequent testing ensures quick development and pressure testing of final products and services Refining ideas via iteration and market inputs reduces chances of failure Insurance provider USAA opened a design studio to go beyond solutions typically offered by insurers and improve CX
- 10. 6. Implementing CX Harmoniously Across Channels 1. Consumers are demanding consistency between a company’s CX and UX across all channels 2. Websites, social media, online search, and even voice activated devices must integrate seamlessly 3. It is crucial to have a single view of each customer that combines data from all interaction points 4. Nationwide Insurance customers now receive the same experience via email, mobile apps, and Amazon’s Alexa Tweet This
- 11. Tweet This 7. Following the ROI Tweet This To generate value from CX investments, organizations must share customer data across business units and functions The data will show whether the company is attracting new customers, retaining more customers, or increasing sales For instance, sales data must be visible to service and marketing to discover cross- selling opportunities Once CX ROI is established, the evaluation must be integrated into the design process
- 12. Prepare for CX-led Digital Transformation 1. Be aware of customers’ rapidly changing behaviors and preferences 2. Digitize business processes and operations in ways that generate a superior customer experience – before and after the purchase 3. Use customer data to create new experiences—and build evidence-based business cases to justify investment 4. Factor in changing customers’ needs, wants, and environments in the CX design process 5. Ensure that digital transformation provides the right experience with the right strategy. Tweet This
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