This blog explores the three pillars of CX transformation and how they can improve customer experience, based on our report How to meet customer expectations with artificial intelligence .
What is CX transformation?
Customer experience transformation involves improving every aspect of a customer’s interaction with your brand. It’s not just about improving customer service, but reimagining every touchpoint a customer has to create a cohesive, positive, and engaging experience. This transformation is crucial because today’s customers, whether B2C or B2B, expect more. According to Salesforce , 63% of business buyers believe their experiences aren’t living up to their potential, underscoring the urgent need for organizations to improve their CX.
How to carry out an excellent CX transformation
Delivering an exceptional customer experience transformation involves a structured approach that encompasses understanding customer needs, designing and validating solutions, and refining the way these solutions are delivered. Here are the three pillars of a customer experience transformation:
1. Know what customers need
Start by really getting inside the minds of your customers. Ask yourself: What are they looking for? What frustrates them? What makes them happy? This phase is all about deep listening, using advanced analytics, direct feedback, and tools to gather valuable and actionable insights. When you truly understand your customers at this level, you’ll be ready to personalize experiences that resonate seamlessly every time. This in-depth analysis forms a solid foundation of customer expectations, preferences, and challenges—essential to all of your CX design and delivery plans.
Going above and beyond means listening to what customers are saying, interpreting that information, and acting on it. It’s about turning raw data and direct feedback into practical steps to refine your offering. Maybe it’s time to adapt your products to new trends or overhaul your customer service to solve common problems.
Every comment is an opportunity to improve and exceed customer expectations, creating personalized experiences that foster loyalty and satisfaction.
This proactive approach ensures your brand meets and exceeds the demands of modern consumers, fostering deep connections and lasting relationships.
2. Design and create to validate solutions
Once you understand the customer's needs, the next step is to translate those ideas into tangible products and services. This phase involves brainstorming , prototyping, and testing. Think of it as a laboratory environment where each idea can be tested.
Adopting a “CRM by design” strategy is crucial at this stage. Cross-functional teams work closely together, including experts in research, design, development, and operations. This collaborative approach ensures that all aspects of the product or service are carefully considered, taking into account customer needs from the initial concept to the final launch.
