Today we dive deep into one of my favorite topics today: how to take your CX (Customer Experience) strategy from operational to transformational. And believe me, there’s a BIG difference. It’s a topic I’ve been reflecting on for a while, and I know many CX professionals out there are feeling stuck in the weeds of operational tasks. But here’s the thing—there’s always a way out.
Why Does This Matter?
Let me tell you why this shift is so important. CX is getting more attention than ever before (yay!), but the quality? Well, that’s going down. And that gap between importance and quality is widening. So, what’s going on? Many CX professionals I meet are still focused on operational CX—you know, mapping journeys, measuring touchpoints, ticking off checkboxes. But that’s not where the magic happens.
To truly make an impact, we need to level up to transformational CX. What’s the difference? Let me explain.
1. Operational CX: The Basics
First, let’s talk about where many of us are stuck—operational CX. If this sounds like you, don’t worry, you’re not alone. Most CX professionals are here, and the good news is, you can move out of this space with the right approach.
Here are some signs you’re in operational CX:
- You’re part of a separate CX team—likely under marketing or another department.
- You measure a lot of touchpoints and channels, but journeys? Not so much.
- Analysis paralysis—you’re constantly measuring, but struggling to get buy-in or execution from the wider organization.
- Survey tools are your best friends—and you hope everyone logs into Qualtrics. (Spoiler alert: they won’t.)
Sound familiar? Here’s the kicker. If you’re in this operational mode, it makes total sense why the C-level isn’t giving you the time and attention you deserve. You need to create value they can feel—not just check off that CX box. So, how do we shift gears?
2. Enter Transformational CX: Where the Magic Happens
Now we’re talking. Transformational CX is where you start making a real impact. This is where CX stops being a standalone department and becomes a core part of how the entire organization operates.
Let me take you through 10 key ways to make this shift:
3. Measure What Matters
Yes, we all love data, but not all data is created equal. Too many CX programs rely on vague measures like NPS root cause techniques, which don’t give you hard, steerable data. If you want C-level buy-in, you need to speak their language—and that means hard data that shows them exactly where to focus for the fastest results. Prioritize what will drive real change, and watch those executives sit up and take notice.
4. Craft a Compelling Storyline
People love stories. But too often, CX, digital transformation, or even HR initiatives become siloed, disconnected projects. Your organization ends up with “Project #385” that no one really understands or cares about.
Here’s where you come in. CX can be the glue that ties it all together. Build a compelling storyline that connects your company’s purpose, employee engagement, and customer needs. Make the story easy to follow, and you’ll get everyone on board—from the boardroom to the frontline.
5. Focus on Purpose, Employees, and Customers
Here’s the big picture: the three pillars of CX transformation are purpose, employees, and customers. We all know purpose matters, but it can feel abstract sometimes. So where do you start? With customers. Why? Because almost always, the number one driver of customer satisfaction is human connection—giving attention, being present, showing respect.
This links directly to your employees’ personal purpose. When you make this connection, you’re no longer talking about some abstract concept. You’re building a tangible culture where employees feel they’re making a real difference. That’s transformational.
6. Engage Your Leaders
Here’s a reality check—there’s often too much focus on getting the C-suite involved in CX, but what about the middle layers of leadership? Team leaders, managers, and directors are the ones driving the daily execution of your strategy.
Make sure you involve them, too. Give them tangible, actionable habits they can start implementing today. For example, ask team leaders to check in with their employees once a week: “What’s blocking you from delivering great CX? How can I help?” These little habits add up, and when you make leadership buy-in part of the process, CX becomes embedded in the company’s DNA.
7. Align Your KPIs
Now, let’s talk KPIs. Many CX professionals struggle here. You’re doing great work, but the KPIs don’t match up with what your CX transformation requires. The problem? You’re pushing customer-centric initiatives while your team is being evaluated on operational or financial metrics.
Solution? Align the KPIs. If customer-centricity is important, make it part of how team leaders and departments are evaluated. Integrate your CX metrics with financial and operational KPIs. Don’t have a separate report for CX—bring it all together into one story that everyone understands.
8. Make the Journey a Way of Working
It’s not just about mapping journeys anymore; it’s about making the journey a standard way of working across the organization. Whether you’re launching a new product or running a marketing campaign, the journey should always be considered—both the customer journey and the employee journey. When this mindset becomes the norm, you’re no longer just ‘doing CX’—you’re transforming the way your organization operates.
9. Build Journey Teams
If you want to take this a step further, create journey teams. These teams work across departments to solve specific customer pain points and improve end-to-end experiences. Start small, experiment, and prove the value. Journey teams should act as a layer on top of your existing structure, and once they show results, you’ll see more and more people wanting to be a part of it.
10. Energize Everything You Do
Here’s one of my golden rules—if it’s not energizing, it’s not working. CX should be fun, engaging, and bring people together. Whether it’s your Tiny Habits campaign, a journey workshop, or a team meeting, make it fun and make it valuable. If your CX efforts feel like a chore, something’s wrong.
Take a moment to reflect: when your colleagues see you coming, do they think, “Oh no, here comes the CX person to tell us what we’re doing wrong”? If so, change that dynamic. Be the person they look forward to working with because you bring energy, solutions, and value every time.
11. Use Stories to Communicate
We all love a good story, right? Well, use that to your advantage. Share CX success stories—whether it’s a customer interview, an employee going above and beyond, or a big CX win. Keep communication light, fun, and consistent. These little “snacks” keep CX top of mind without overwhelming people.
12. Create a Pull Strategy
Finally, let’s talk about the pull vs. push strategy. If you feel like you’re pushing your CX initiatives hard and no one’s responding, take that as a sign you need to adjust your approach. Instead of pushing, focus on creating value that pulls people in. When departments start coming to you for help, that’s when you know you’ve hit the sweet spot.
Time to Level Up
So, here’s the takeaway: if you’re stuck in operational CX, it’s time to take action. Start small, experiment, and prove the value of transformational CX in just one journey. Once you start adding value, you’ll see the impact grow. And if you’re in a leadership position? Challenge your team to rise above operational tasks and focus on real, measurable business impact.
Remember, CX isn’t about ticking boxes or running surveys—it’s about driving change that matters for your employees, your customers, and your business.
