DYK # 25: Did you know that CX must become a team sport to be successful?
When we think of December, most of us think of Christmas, and for us in the southern hemisphere we also think of our summer holidays ☀️
However, December is also known for one other thing… It’s Predictions time!
It’s the time of the year when tech analyst and advisory firms publish their predictions. Most of you probably know that aside from running my own CX consulting business, Melanie Disse Consulting, I’m also the CX and VoC Technology Advisor at Ecosystm, a Digital Research and Technology Advisory firm based in Singapore. And in that capacity I had the pleasure to contribute to our 2025 CX prediction.
If you’ve been following us for a while, you’ll know that we started to introduce the idea of “CX is a Team Sport”, and that’s the prediction we’ll look into today:
Prediction # 2) Organisations Will Start Treating CX as a Team Sport
As CX programs mature, 2025 will highlight the need to break down not only data and technology siloes but also organisational and cultural barriers to achieve AI-powered CX and business success.
AI and GenAI have unlocked new sources of customer data, prompting leaders to reorganise and adopt a mindset shift about CX. This involves redefining CX as a collective effort, engaging the entire organisation in the journey.
It’s no longer frontline staff alone, or those with CX in their title who impact the experiences customers have. It’s every single person behind the scenes, from Product Design to Marketing, Pricing, even Policy decision makers and Technology teams impact experiences.
As an organisation, we must collectively and holistically understand and intentionally design experience for our customers and our people.
That also includes linking up all aspects of the customer journey, across all teams, and developing KPIs that truly drive customer centric decision making and behaviours across the organisations.
Technologies and KPIs must be aligned to drive customer AND business needs, not purely driving success in siloed areas.
That is a mindset shift we all need to deeply understand and buy into. No single team “owns” the customer, and no single team can impact the CX end-to-end.
Are you ready for this?
If you’d like to learn more about the idea of CX as a Team Sport, check out some of our articles from earlier this year:
“GenAI driven CX Transformation - Part 1: Feedback Disruption: Break Down Silos With GenAI”
ANZIIF co-authored article on “Five mindset changes to become more customer-centric”
And stay tuned for more on this topic as we’ll release a new article early next year!
As always, don’t be shy to get in touch with any questions! 📧 We’re here to help.
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