The CX Goalkeeper had a smart discussion with Annika Björck
My learnings:
Most transformation projects fail due to 2 main causes:
- The initiative’s success cannot be proved, and little improvements are invisible
- Too much focus on “doing” and not enough on change management
How to cope with these issues:
- It is about balancing the skills of the team: adding to the UX skills, strategic skills to lead the transformation (e.g., communication, coaching, …)
- Succeed together with top management: Prove the return on CX and pick some KPIs from the top management scorecards to help them achieving their goals.
- The North star of a company is important: what is the vision for the customers? How should customers feel after the contact? This is the market differentiator! 80% has to do with the company (mindset, organization, …) and 20% with customers
- Stop measuring everything. The 20% of the touchpoints which related to the Moment of Truths are the key differentiators and these should be measured properly
- In the CX teams create a common understanding, manage the company expectations and the own team expectations.
- CX teams need to be strategic and flexible. Leveraging change management to get people to move ahead and to reflect.
- Don’t link CX to a person in a company.
Her book suggestion:
- Reinventing organizations Frederic Laloux
Annika’s golden nugget:
A tool to put in place: adaptive processes. Going away from classical business process management (the old-fashioned step by step processes) to something supportive, intuitive, linked to customers behavior. It works with actions and rules instead of steps. It enables to create a customer journey and breaking it into its process within days.
How to contact Annika:
· https://www.linkedin.com/in/annikabjoerck/
· https://www.instagram.com/cxheroes/
· https://www.linkedin.com/company/cxheroes/
Thank you, Annika!
#customerexperience #leadership #cxgoalkeeper #cxheroes
