Tuesday, January 21, 2020

Unforgettable Episode 27: Cross Functional Collaboration and Delivering Intentional Customer Experiences

Rachel Anderson
March 25, 2019

2 minute read

Unforgettable is a customer experience education program, focused on delivering fresh content weekly to give business leaders what they need to succeed in a customer-driven, digitally-disrupted world. The program brings together the expert minds of Jay Baer, Shep Hyken, Jeanne Bliss, Ian Golding, and Blake Morgan to spotlight modern customer experience excellence. Get the latest content by bookmarking smartercx.com/unforgettable.

All members of an organization must work together towards the same goal in order to deliver an intentional customer experience. In this episode of Unforgettable, Ian covers how an organization can best work towards that shared vision by establishing a culture of accountability and good cross-functional corporate governance.

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Hi, this is Ian Golding, global customer experience specialist bringing you episode 27 of Unforgettable, the series that’s all about delivering great customer experiences.

I make no secret of my belief that many organizations around the world are struggling to sustain their focus on embedding an approach to customer experience. One of the most overriding reasons is the failure of organizations to work together to deliver the experience together. In more simplistic terms, it is through a lack of cross-functional governance. Unfortunately, for an organization to be able to deliver an experience that it wants customers to have, there need to be a number of characteristics in place for the organization to make that a reality.

The first characteristic is that there has be that shared vision; everyone in the organization needs to know what the aspiration is in the first place. People need to be given the ability to think in the interests of the customer in those organizations. Giving people the ability to think is, of course, much easier said than done, especially in legacy organizations where people have essentially just done what they’ve been told to do for much of their existence.

Organizations who want to deliver an intentional experience need to have a much greater accountability when things go wrong and be able to measure what they do, not just from the perspective of the business (with lots of internally-focused SLAs and KPIs), but also from the perspective of the customer and the employee.

But for all of those characteristics to come into play, it can only happen if there is good cross-functional governance. It’s impossible to deliver the experience you want customers to have unless every function in your organization is prepared to link arms and deliver the experience together.

One of the main reasons why businesses are struggling to sustain their focus on customer experience is because they’re finding it impossible to break down the walls and silos that sit between functions and departments. The most customer-centric leaders in the world are ones who don’t care where the good idea came from, they will do whatever it takes to do the right thing for the organization, for the customer, for the employee, and for the shareholder.

So, if you aspire to be working within a sustainably customer-centric organization, one of the greatest challenges that you are going to face is to get everyone to work for the common good of the customer, the employee, and the shareholder in equal measure.

Rachel Anderson
Rachel Anderson is passionate about customer experience, snacks, and creating a farm in her backyard. Rachel is a Campaign Marketing Manager for Oracle CX with 10 years of experience in the industry.
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