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Is your customer experience transformation work stuck at good intentions?
One of the biggest showstoppers in customer experience transformations today is execution – actually, it’s the lack thereof. You’ve got a ton of data, insights, and intentions, but action is the key – and it’s not happening. Customers can feel it.
No brainer, you say? Not so fast. If it was a no brainer, would I call it one of the biggest showstoppers today? I think not. You know it’s a problem!
Execution is critical. I talk about the proverbial “lead a horse to water and make him/her drink” conundrum regularly with clients.
For starters, at the root of – and the catalyst for – this needed and necessary action and execution is customer understanding. Customer understanding is the cornerstone of customer-centricity and the foundation for the transformation work that lies ahead. But if you don’t do anything with what you’ve learned, it’s all quite pointless. You’re wasting everyone’s time. So I question how companies even get this far, and I fear the answer is a focus on the metrics. Or siloed good intentions.
Awareness and understanding are only 50% of the solution. The other 50% is using what you know to make improvements, aka execution.
So, what’s holding you back? Why can’t you act on the findings?
Think about this quote from General Eric Shinseki: If you don’t like change, you’re going to like irrelevance even less.
Yikes! We already see this happening with plenty of brands and industries. Don’t get Blockbuster’d. You’ve got the data and the insights in front of you. Don’t become irrelevant! Use them! Innovate. Disrupt. Fight to stay relevant.
OK, let’s get practical for a few minutes. What’s it going to take to go from insights to action – and better yet, insights to advantage?
Here’s the solution: it’s going to take a mindset shift. From one of inaction to one of action. You’ve got to think differently! Again, what’s got you/your company stuck? Why? How can this change?
Do you want to be an agent of change or an agent of complaint? Do you want to be a change leader and executor or do you want to just sit on your hands and hope for change, hope for the best?
So, that’s the answer?
Well, let’s think about this for a minute. I can give you all of the steps that you’ll need to execute (and I will do that in just a moment), but I suspect you already know some or many of these things. So, I can just keep writing and preaching, and you can just keep reading. And doing nothing.
Or, you can shift your mindset (and the organization’s mindset) to one that’s action oriented – and go and do it. You have to want to do it. (Maybe it’s not “you” per se, but the one in your company that makes the decision and assigns the resources to move from intentions to execution.) What do …read more
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