November 20178 I am sure there are many executives who continue to read about the topic with a sense of skepticism, or maybe even "arms length" commitment. Is it really important, or is it yet again another passing buzzword.This question might be best asked to the taxi industry, the hotel industry or even a former executive at Kodak. Perhaps even more recently a discussion with a few airlines might be warranted. As Sam Walton puts it quite succinctly, there is only one that has the power to fire the whole company from the Chairman down, by simply spending somewhere else ­ the customer!So what is the driving force, and perhaps even better, how do you set the wheels in motion, whether it is culture, transformation, innovation, employee engagement or all of them and more. As Customer Experience requires focus on people, it is the critical and usually the most challenging element in the journey for excellence in this space. Because whether it is digital, face to face, voice or by other means, it comes down to people managing, engaging or designing those experiences to customers.There is another point here to note, with the recent explosion of Innovation and entrepreneurship happening across all industries ­ is your disruptor the one building the new technology, or the one with whom you have failed to meet expectations and address the problems of?If you think about it for a moment, did the idea of Uber appear because of groundbreaking technology, or did it arise because people were fed up with the perceived poor experience with the tax industry, and someone decided to act on it?The customer experience topic has evolved at groundbreaking speeds, somewhat consistent with that of Innovation and the Startup world. However today customer experience is not unilaterally understood by most executives, and has an even poorer record of moving the tide of change in large, complex organizations. A common definition is not widely used, but leveraging one that I believe resonates closest is:The perception that customers have of their interactions with an organization (Temkin Group and Forrester)And this is the first hurdle for many, to gain that perspective one must interact with, IN MY VIEWBY TROY BARNES, CHIEF CUSTOMER EXPERIENCE OFFICER, AIADriving Customer Experience Innovation in your OrganisationTroy Barnes
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