LAYER 2
Scale Meaningfull Transformation
Build it in
Everyone Is Needed for CX in DNA
As you have learnt from the book, the only way to successfully scale CX into the DNA of the organisation is by integrating it into the existing system and let all departments work together. But maybe even before that, it starts with speaking the same language: what does CX transformation mean and who is working on which type of experience? That’s where “The Five Types” exercise comes in. And an important partner in crime is HR. Also here, you can make CX transformation super tangible by helping them assess how to fit customer, employee and purpose into each of the existing trainings.
Five Types Check
Ensure you speak the same language when it comes to CX transformation and see which departments are contributing to which of the five types of experience.
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Training Integrator
Customers, employees and purpose are not stand alone pillars, you need to weave them into everything, starting with onboarding and other existing trainings.
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Your Action
If HR is already your partner in crime in believing the customer experience transformation matters, then the “Training Integrator” is a very simple, impactful starting point to make this very practical. If you feel there is still some debate about the scope of CX transformation and who does what, then the best start is the “Five Types Check”.
Flip The Perspective
The Journey Is Your Super Power
I have been and always will be a fan of the simple yet powerful use of the journey, both for customer- as well as employee experience. That’s why you will find two downloads to start working with it yourself and see the impact and value it has for the entire organisation. You’ll find a one-pager describing tips to run a customer journey workshop aligned with Zanna’s methodology and also tips and tricks to redesign the employee onboarding journey to enhance the emotional engagement as well.
Journey Workshop
Experience first hand how you can run a 2.5 hr customer journey workshop based on Zanna’s approach: no customers, just employees present.
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Onboarding Experience
Most employee onboarding journeys are still very transactional, very focused on sharing information. Here are tips and tricks to redesign day one for emotional connection.
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Your Action
There is a good chance you can work on these two topics in parallel. You can organise a customer journey workshop with participants from all relevant departments. In parallel you can organise an employee onboarding journey workshop with HR and colleagues from the business. Don’t forget to make short videos or photos so you can share the energy and impact with the rest of the organisation to get more and more teams excited to work with journeys!
Impact The Business
Leadership And Steering Are Key
Yes leadership and steering (KPI’s) matter, despite Zanna’s effort trying to ignore that fact for too long 😉 When it comes to leadership, your compassion for them and the impact of the system they are part of is crucial to be partners in transformation. You find a template for interview questions to help understand their context and how CX transformation might be valuable to them. Connected to that, the other download shares an example of how you can draft balanced KPI’s and tangible design principles for a specific department. Without making it so tangible, it stays too distant for other departments what they can do for better CX, so this ensures them being able to take their role.
Leader Context Check
Listen and understand the context and business challenge of your leaders. That’s the only way you will successfully engage them in CX transformation.
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Departmental Design
Facilitate departments in taking their role in CX transformation by sharing examples for balanced KPI’s and specific actions or design principles to abide by.
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Your Action
The sooner you can draft blueprints for departments on the role they need to take to support CX transformation, the sooner they are able to embrace their roles. Don’t just give them the research outcomes and let them figure it out themselves. Give tangible examples of design principles, actions, improvements you need from them. And talk to their leader to understand their context and also help that leader take their role. It’s not your job to steer the departments, that’s theirs. Your role is to facilitate them with tangible insights, actions and behaviors.
