Why Customer Experience projects fail (and what you can do about it)

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Picture this: You know that you need to focus on Customer Experience and you have formulated a clear cut strategy. You have started to progress but you are having more setbacks than you anticipated. What can you do about it?

Most companies I speak with are constantly slowed down or undone because they are ploughing forward without having the basic foundation for great Customer Experience implementations nailed.

They tell me that if you can get the basics right and lay the right foundations, the speed at which you can transform going forward becomes significantly faster.

There are many Technologies and Vendors providing assistance in this area, which was supported by one Chief Customer Officer at our recent Forum in Sydney, when he said: “we will never again be as slow to change as we are today.” Whilst there is a lot of truth to this statement, it is dependent on the preparation you undertake to set up your transformation capability.

…if you can get the basics right and lay the right foundations, the speed at which you can transform going forward becomes significantly faster.

If you are finding that you have too many projects not delivering on time or meeting their promise, you might need to take a step back and look at these five areas.

IT Infrastructure – Alignment between transformation strategy and IT in relation to long-term outlook is essential. So many projects are sidelined because when it’s time to start, there is a realisation that they don’t have the Infrastructure to support delivery.

Measurement – What is the impact and effectiveness of your current platforms and processes? If you can’t currently measure what you are already doing, adding something new to the mix will only make the confusion worse.

Experience – Do you have the people needed to deliver your long term CX plans? If you have inexperienced people, you either need to get them experience or hire in externals, otherwise you are just setting them up to fail. Consultants can be the solution here, but be sure that they have done what you are trying to do. Ask for proof of the capability.

Process Impact – Many projects affect other business processes in ways that are unexpected. Make sure you understand the impact of your project on all aspects of the business and have a great understanding of how your processes interact before trying anything new. There are many tools available to simplify this process.

Journey Maps – What experience do you want your customers to have? If you haven’t planned for it, it won’t happen. Everything else you buy and implement should be guided by these designed journeys.

Obviously, the above is a very simple look at some fairly complex problems, so be sure to engage with experienced thought leaders in these areas early to make sure you get it right.

If you are looking for solutions to these problems, join us at one of our Chief Customer Officer Forums in 2017.

For updates on Data, Analytics, Customer, Digital Innovation, follow Corinium on Twitter @coriniumglobal and Instagram @coriniumglobal

 

By Ben Shipley:

Ben Shipley is the Partnerships Director at Corinium Global Intelligence. You may reach him at [email protected]  Twitter: @benjaminshipley LinkedIn: https://au.linkedin.com/in/benjamindshipley

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