I agree, CX and Digital Transformation are definitely not the same, but hopefully they collaborate in a meaningful way. A clear CX focus - as I understand it - usually leads to the need to change the organization, away from a traditional organization that revolves around products and services, towards an organization that revolves around customer expectations, and how they can be surpassed .
In retail (my playing field), this drives the paradigm shift from multichannel to omnichannel. To me this is just the other side of the coin, I (as an organization) do not urge the customer to engage via a specific channel anymore, but leave it to the customer, which channel she wants to use. But this can only be achieved, when the same piece of information can be utilized at every touchpoint in a consistent way, and in real-time.
We often need different processes, a different organization, and a more mature IT ecosystem, to support this capability. This is what should drive the digital transformation, not the other way round.
The challenge for consultants like myself is, to unite the process driven view of IT, and the customer journey driven view of marketing, within a holistic model. Else, we might leave either of the stakeholders behind, as they don't understand what we are talking about. But this kind of (hi)story change is a big thing for every organization,and needs all hands on deck!
Hello Janelle,
I agree, CX and Digital Transformation are definitely not the same, but hopefully they collaborate in a meaningful way.
A clear CX focus - as I understand it - usually leads to the need to change the organization, away from a traditional organization that revolves around products and services, towards an organization that revolves around customer expectations, and how they can be surpassed
.
In retail (my playing field), this drives the paradigm shift from multichannel to omnichannel. To me this is just the other side of the coin, I (as an organization) do not urge the customer to engage via a specific channel anymore, but leave it to the customer, which channel she wants to use. But this can only be achieved, when the same piece of information can be utilized at every touchpoint in a consistent way, and in real-time.
We often need different processes, a different organization, and a more mature IT ecosystem, to support this capability. This is what should drive the digital transformation, not the other way round.
The challenge for consultants like myself is, to unite the process driven view of IT, and the customer journey driven view of marketing, within a holistic model. Else, we might leave either of the stakeholders behind, as they don't understand what we are talking about. But this kind of (hi)story change is a big thing for every organization,and needs all hands on deck!
Just my 0,02 €
Regards friom Germany, Bernd