New teams and new rules for customer experience

Reinventing CX with digital – an employee game changer

If you believe customers experience your brand through your employees, then what will happen when your customer experience (CX) becomes more digital? Survey respondents predict their company’s digital CX reinvention will have great ramifications for their leadership and teams: New skills, new job responsibilities and new organizational structures will be necessary. While managing all this change poses numerous challenges, most of the survey respondents who we identified as financial Outperformers believe happy employees make for happy customers, and they are using this transformation to prioritize and invest in employee experience (EX). In fact, our findings point to a number of leading practices Outperformers follow to help ensure their digital CX reinvention will be a positive game changer for employees, as well as for customers.

Think you know how to compete in this digital era? Think again. Looking to differentiate themselves, businesses everywhere are investing heavily in innovations that digitally tether customers to their brand – from mobile apps and mobile pay, to beacons, virtual or augmented reality, and artificial intelligence (AI). But today’s innovation could well be tomorrow’s convention. Lasting brand differentiation is realized through your employees. This simple idea has never been more important, as companies rush to deploy new digital ways for customers to engage and transact with them.

The change brought on by this digital shift has profound implications, not just for customers, but for organizations internally. What sort of leadership is required to drive this digital reinvention of customer experience (CX)? How are organizational functions realigning? What new skills are needed? How is this affecting employees’ day-to-day tasks? And how are companies managing all this change?

These are questions we explore in this third installment in our CX series. To find answers, we surveyed 600 C-suite and line-of-business (LOB) executives from multiple industries and regions whose companies are engaged in their own digital CX reinvention.

Regardless of how far along they are in their transformation journeys, survey respondents indicated that their own company’s digital CX reinvention is touching nearly everyone across their business. Companies are adding leaders to the C-suite mix who have deep expertise in digital, data, CX and innovation. Many organizations are considering merging customer-facing functions like marketing, customer support and customer analytics

This third report in the IBM IBV Customer Experience (CX) series explores the deep impact CX reinvention is having on organizations and their employees. Leaders are revising their talent strategy, their skills mix, the alignment of organizational functions, processes and even the type of expertise they need in the C-suite. Many financial Outperformers in our survey are using this time of CX transformation to enhance their employee experience (EX). We reveal what they are doing differently, including their approach to change management, and provide practical recommendations based on leading practices the Outperformers are following.  

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Originally published 01 November 2016