One of the questions we hear most often from prospects and customers is “who typically owns customer experience transformation within an organization?” After fielding this question repeatedly, we took take some time to outline three common org structures we see within enterprises who are starting to or have successfully transformed their customer experience.
In our whitepaper, ‘3 Organizational Structures to Consider for Experience-Led Transformation,’ we break down the Muscular Customer Experience Team, Agile Product team, and Data-Driven Digital Team. Specifically, we dive into four aspects of each: organizational design, strategic focus, core competencies, and things to consider for choosing one org structure over another.
When considering an experience-led transformation initiative, it’s important to consider the strategic priorities that are most important for your business time to market. Each of the prescribed structures is inspired by winning organizations that balance three key strategic priorities: innovation, scale, and velocity.
Muscular CX Team:
Muscular Customer Experience (CX) Teams are focused on full-lifecycle customer journeys, not just digital experiences. Their charter is to monitor the customer experience and proactively guide the customer through their journey by taking an active role in shaping the end to end customer experience. The most effective teams measure their success on both traditional CX metrics (NPS, CSAT, CES) and top/bottom line KPIs (revenue, lifetime value, and cost avoidance).
Agile Product Team:
Agile has taken modern product development by storm, and it’s no surprise that the innovative methodology has started to play a role in experience-led transformation. These teams excel in product design, prototyping, and development. Instead of optimizing existing products or services to drive better CX, agile product teams are laser-focused on building new digital platforms, mobile apps, and net-new experiences that are light years beyond the status quo.
Data-Driven Digital Team
Digital teams are the most common of the experience-led organizations that we encounter and are focused on top-line revenue growth. Digital teams typically bring together marketing and IT under a single umbrella to provide the business and technical horsepower to deliver differentiated digital experiences.
In all of the three organizational structures, there are common themes that lead to meaningful business outcomes. While each org has its own set of benefits, there are few things you have to make sure you get right:
Experience-led transformation is certainly easier said than done, but by balancing velocity, innovation, and scale, enterprises can start down the most effective path for their business.