Experience transformation is a structured approach to optimizing customer experiences to make them satisfying, consistent, and free of friction. Experience transformation efforts typically focus on personalizing interactions, anticipating customer needs, and designing the customer journey with seamless transitions. Successful experience transformations require organizational alignment on a shared vision, financial investment, and disciplined voice of the customer (VOC).
The need for customer experience transformation is driven by a combination of advances in technology and changes in culture. New ways to communicate combined with expectations of quick responses have shaped the way many businesses are transforming their end-to-end customer journeys. Digital capabilities are front and center in reshaping customer experiences.
A good example of a customer experience transformation is the shift to omnichannel customer service. Traditional call centers used to offer voice-only support, but the introduction of digital channels such as email, chat, and social media forced a fundamental change in the way businesses support their customers. Not only do organizations need to offer multiple channels, but they need to integrate them all so customers can seamlessly move across them during the same interaction. This has widespread implications, involving significant changes to technology, agent skills, core contact center processes, and operational management. This level of investment and change is characteristic of true experience transformations.
Enterprise-wide experience transformations require effective VOC tools and processes to design the new experiences and journeys, analyze results, and identify enhancements. Transformations are never quite complete – technology advances and evolving consumer preferences will always drive a need for CX improvements. VOC programs provide the structure businesses need to ensure customer experiences are optimized and at the center of the organization’s business strategy.
