What is Customer Experience Transformation?
To meet the needs of the empowered 21st Century consumer, most companies, especially larger enterprises, need to embark on a customer experience transformation.
Imagine a car manufacturer that does not allow any vehicle customization, or a retail bank with no app-based self-service. Customer experience transformation is an expensive, years-long journey. But for companies who want to serve the customers of the future, it is imperative.
While this sounds like a daunting task (and a risky business case), you cannot afford to avoid it. Especially if you are a large firm, the time is now to figure out the how-to of customer experience transformation and the customer experience strategy that comes with it.
Introduce Your Board to Customer Experience Transformation
Start with the Board. Because difficult choices accompany transformation, you need their buy-in and support. In many cases, transformation forces your organization to stop doing things that have worked in the past. This is the most difficult step of a successful customer experience transformation. It is also the most important.
Remember Kodak? The now hardware and software company invented digital photography. However, it failed to make the difficult decision to transform, invest, and innovate. As a result, their name disappeared from the landscape of the new age film and photography industry.
So, when you get anxious about change management, and start focusing too much on short-term financial results, think about Kodak. Customer experience transformation requires engaged board oversight. If executed correctly, it will change your business model. It should! That means you redefined yourself successfully and you found innovative ways to meet changing customer needs and expectations.
Executive Owner Engagement
Customer experience transformation is exactly that – transformation. With transformation comes responsibility. And the need for a deep understanding of two essential elements: the current state of your experience, and the desired future state of your business.
A well-executed transformation retains elements of your core brand that made you successful up to the point of transformation. Then, you are able to bring those core elements into the new version of your organization, enriching your overall experience and brand ethos.
Of course, one of the more challenging pieces of the puzzle is identifying those evergreen, competitive elements of your strategy and brand identity in order to safeguard them and carry your brand into the future. Knowing you need this is not the same as being able to execute it. To do so, you need an executive level strategic thinker with cross-industry experience to own your customer experience transformation.
Think Customer, Think Transformation
So, when is the right time for customer experience transformation? We present this question with the understanding that investment in transformation is a significant financial risk, and a real disruption. The time for customer experience transformation is when the trends of how we live reveal a new environment (a new reality) that is entirely separate from your brand experience.
Often, the time for transformation is even more obvious. Remember Kodak? When a new set of customer expectations emerge that you can provide, but you have not designed your business to do so, it is time to transform your experience.
Let’s imagine you are a money manager, and your client base is age forty and younger. If you lack a digital, intuitive self-service experience that enables investors to see and manage their portfolios, start your customer experience transformation.
Ten years ago, we built trust with phone calls and drinks in the clubhouses. People had personal relationships with their investors. The business of moving money was done in person. It may be hard for an old, established bank to face the shift towards the self-service digitally enabled movement of money. But the truth is, today, we build trust with seamless, intuitive digital experience, as well as in person interactions.
We are not suggesting you stop building personal relationships. Rather, we are saying do not miss the boat on digital experience. Digital experience can build trust because it gives your customers flexibility and independence in any situation. They can rely on you anywhere in the world to help with transactions and problems. So, no need to worry about digital experience being impersonal. Digital is personal. It empowers you to be there for your clients wherever they are.
If you are an airline in the post-COVID world and, historically you have catered to the business traveler, it is time to start your customer experience transformation. A business traveler travels with fewer bags, works on the plane, and knows their flight attendant by name.
The post-COVID leisure traveler has more bags, more anxiety (that you can address with entertainment in flight), and asks mores questions in order to feel reassured that travel is safe.
If, historically, your experience prioritized business traveler needs, now is the time time to look at your experience through the lens of a leisure traveler. Give yourself honest feedback on how well you are meeting those needs.
The New You
Remember, the New You retains the essence of your brand and the evergreen competitive features of your business.
It also has new processes, technology, and product mix. And it brings in new people. Unfortunately customer experience transformation brings organizational restructuring and culture revitalization. In other words, you will likely lose 20% of your staff. I know it is hard to read (and even harder to execute), but keep in mind that with new ways of thinking, you will contradict the old way of thinking.
There will be people who will resist the change. There will be people who will not be willing to reskill, there will be people that will resent your new culture and will not let the change you need happen. Especially if they are in leadership roles. Make the right leadership calls for your business, no matter how hard they are because a customer transformation for the thousands of employees is more important than the 15-20 uncomfortable conversations you will need to have with the leaders that are not coming on board.
Customer Experience Transformation is not always necessary. However when it is, there is no substitute for it. So, embrace transformation, structure it well at the top, fund it well, and let it take care of you for the long haul. And remember, consulting firms like ours exist so that you are not alone on this exciting journey of success and growth.
Brand and Customer Experience – Make the Customer Know Who You Are
Now that we have helped you become experts in the design of space and function and the design of feelings, it is time to turn our attention to aesthetics, and to connect customer experience…
CX Skills Builders: You May Have a CX Job and Not Know It
Last week we talked about the identity crisis of CX professionals and we urged you to fix any small problem or seam on the customer journey in order to build internal brand equity and buy in.
Even the US Government is Jumping on the Customer Experience Train
As we get ready for 2021, we have been diving in to the top customer experience trends we see on the horizon. So far, we have looked at why customer…
3 Challenges of Hybrid Working and How to Overcome Them
According to a Gallup study, 53% of Americans expect to work in a hybrid arrangement in 2022 and beyond. This number is significant enough for corporate America to get hybrid…
The in-person work office design that will bring your employees back
According to PwC 95% of company executives still believe employees need to be in the office to maintain strong company culture. Like we have said before, the return to office…
How to Prepare for AI: Dispatches from CR Summit, Charleston
On the eve of the #CRSummit in Charleston, customer experience leaders from various industries held the first AI Committee meeting. AI is a challenging topic to cover because it has…
Customer Experience Tips and Best Practices In 2017?
This is Post 2 of Liliana Petrova’s series on customer experience. She shares customer experience tips, lessons learned, and best practices for the new year. And dives into organizational culture…
Create Your Tribe: How Great CX Makes a Lifestyle Brand
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer.
Why Customer Retention is the True Measure of SaaS Success
Guest Post by Callie Reynolds for The Petrova Experience In SaaS (Software as a Service), like in most businesses, sales is king. Sales gets the glory, and while I’d like…
How ChatGPT Can Help with the Healthcare Quadruple Aim
How ChatGPT can help healthcare and other industries is consuming conversations far beyond patient and customer experience. As much as we are leading the charge about AI regulation, best practices,…
Are You Ready to Go Exclusive with Jane, Your Digital Concierge?
In 2015 JetBlue introduced bag fees. Seven years after the competition. The media exploded. Many publications were negative. They blamed the airline for “selling out.” One headline read “A New…
Why You Need Culture Not Call Center Training for Customer-Centric CX
If the organization does not understand what customer experience is, you will not get the funding or organizational support you need to build customer-centric experiences.
How a Personal Interaction builds Repeat Customers
A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).
Why Bt2B Businesses Must Think Like B2C in the Next Decade
B2B vs B2B thinking makes a real difference when it comes to customer experience. According to Gartner at least 80% of B2B buyers now expect the same buying experience as…
Hospitality Experience and Why We lack Seamless Travel Experiences
Hospitality is taken for granted across government agencies, airlines and hotels. In my line of work, I often hear “I want to have the JetBlue customer experience.” Although many claim…
Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players…
Healthcare Whitepaper: Impact of Patient ‘I Wants’ in Healthcare
Rachel Dreyfus joins The Petrova Experience with a guest blog about patient experience. Background A culture of positive patient experience is increasingly important in Healthcare, affecting patient outcomes and satisfaction….
From Pain Points to Magical Moments: Transform the Customer Experience
Argyle Journal interviewed Liliana Petrova about emerging self service technology and meeting and exceeding customer expectations in airports. One such way, as Liliana explains, is to create magical customer experience…
How to Build a Customer-Centric Culture for Highly Effective Teams
When we look at how to build a customer-centric culture, we must look inside the organization first. True customer centricity happens when an organization masters group dynamics to harnesses the…
5 Tips to Create Great Customer Experience Design Strategy
A customer experience design strategy that is sustainable and successful starts by having a vision and knowing who your customer is. This launching point enables you to design customer experiences…
A Customer Experience Strategy will Define Your Success in 2021
While there may not be a magic pill to guarantee the perfect customer experience, there is one thing that every organization needs to transform into a customer-centric business. And that…
The Wholehearted Traveler and Other 2024 Travel Trends
Back in 2020, we predicted the rise of the Revenge Traveler and the impact it would have on travel and hospitality experience providers. As we approach 2024, we are spotting…
Customer Facing Experience: Communication and Hospitality
Today, we are talking about communication as part of the customer facing experience. This is one of the most misused and misinterpreted notions both in our professional lives and our…
How to talk to your CFO about customer experience and revenue growth
Last month we introduced the topic of Customer Experience ROI and the complexity of building a good business case for it. The Customer Experience business case is strong, but not easy to prove. Today we will focus on two big wins of a successful customer experience investment – revenue and customer growth of your business.
Customer Experience Plan is More Important than Ever
Last week we published eight Customer Experience Trends to look out for in 2021. Today we are diving deeper into the first one: Customer Experience is more important than ever…
Patient Experience Trends in 2021 – Telehealth is Here to Stay
Today, we continue our series about 2021 Customer Experience trends and tactics. We take a closer look at patient experience and what telehealth means for the future. Both for patients…
Culture Starts at the Top
Without a leader who believes that today’s business success is about acquiring and retaining customers, you cannot even begin the process of building a culture. Leaders who are passionate about the customer are also passionate about creating culture and employee engagement.
Is Covid19 What We Needed to Build Seamless End-to-End Travel Experience?
On January 10th, we published an article called The Future of Travel We Deserve. In it, we laid out the foundation necessary to implement innovation at scale. Four months later,…
Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments
Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.
What is Customer Experience? What are the Faces of CX?
Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.
Customer Experience, Self Service, and the Gift of Time
Time is the most precious gift in life. If you think about it, time is the one thing we all want more of. As we get older and busier, time gets even more valuable to us.
The One CX Goal You Need to Set for 2019
For 2019, I urge you to make only one CX goal – bring about business success with your customer experience work. Don’t just do work in the general sense. Rather, set a CX goal that has a real impact on your customers and their experiences with your brand.
Holiday Wishes for Great CX: Career Advice Edition
Every successful customer experience initiative starts with a skilled CX team. Brush up on your CX skills to strengthen the business case for CX; to develop relationships within your organization; and to deliver standout customer experiences in the new year.
Customer Experience Audit: New York Times Beats Google
Editor’s Note: This post is part of a series of Customer Experience Audits. In this series we walk you through customer experience examples across industries. We feature brands that made…
The Great Re-onboading: How to Bring Back Your Employees
Re-onboarding is the next employee experience organizations need to tackle. Since March 2020, leaders have encountered pandemic shutdowns, remote workforce transitions, and the Great Resignation. As restrictions lift and we…
United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines and its organizational culture. Initially, I thought about United Airlines culture because someone asked whether it is possible to build a customer-centric…
How to Overcome Hospitality Industry Challenges by Empowering Employees
If you are a hospitality industry leader, or a leader in another business sector who has been reading about the industry, you have encountered some grim statistics. It is true….
Freelance Customer Experience Lessons for Freelancers
For small businesses and freelancers alike, it’s important to recognize that your business is as strong as the relationships you build with your customers. That’s just one of the key…
Coronavirus Travel: What Does Hospitality Mean Now?
I want to tell you about my recent passenger experience. Earlier this week, I traveled to New Orleans from JFK Terminal 5 in New York. I had planned an airport…
Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….
Customer Experience Technology View of your Call Center
By 2022 the global cloud based contact center market is growing from USD 6.8Bn in 2017 to 20.93Bn in 2022. This makes for CAGR of 25.2%. If you do not…
3 Ways to Create a Better Employee Experience Strategy
Guest Post by Gabe Smith, CCXP for The Petrova Experience The relationship between employee experience strategy and customer experience has long been discussed. Without engaged employees, we’re told, it’s difficult…
Hiring Tips: Who Should I Hire First on My CX Team
The pressure to demonstrate business impact and ROI on your Customer Experience initiatives quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.
What is Telemedicine? Keeping Medicine at the Heart
Guest Post by Dr. Melynda Barnes for The Petrova Experience. In this post Dr. Barnes answers the question “what is telemedicine,” and reminds us to keep medicine at the heart…
Customer Experience Audit: eBay’s Vibrant Marketplace of the Future
Editor’s Note: This post is part of a series of Customer Experience Audits. They highlight advances in artificial intelligence in retail and other technologies. See all audit stories. Two years…
Paperless Customer Journey – JetBlue Deviceless Boarding
JetBlue Biometrics – Innovation and Disruption This year, JetBlue entered the ranks of the innovators who disrupt industries by applying customer experience technology. They not only imagine the future. They…
Customer Experience Trends – 8 Actionable Tactics in 2021
As we begin Q4 of an eventful 2020, it’s time to look out for the 2021 customer experience trends and tactics for creating exceptional experiences in increasingly complex environments. We…