The Customer Experience Radar is a lens for marketing transformation leaders to look through to gain added perspective on the relationship between elements of culture change. It illustrates company core values as the nucleus of change and then radiates out to company culture and then to Customer Experience. This lens is helpful if you're looking for transformation simplification and is intended to be hijacked and changed itself to better meet your specific needs.

1. Company
Culture
Customer
Experience
website
leadership
attitude
internal
campaign
voice
of change
personality culture
shift blog
tools
training
communications
plan
technology
integration
omni-channel
delivery
external
storytelling
social
networks
customer board of
advisors
touchpoint
map
experience
strategy
experience
vision
customer service
knowledge
leadership
presence
thought
leadership
The primary purpose of the culture
shift blog is to demonstrate how
the teams are progressing toward
a stated vision.
Culture shifts toward Customer
Experience should be rolled out in a
campaign format tied to a larger
internal communications plan to
keep everyone informed.
Taking note of the change in the
organization’s CX personality can be an
explicit big splash or subtle. Either
way, it needs to be reflected externally
after it’s been voiced internally.
A steady leadership presence lets the
executives and the staff know that
progress is being made. Make every
effort to communicate your progress.
Creating a Chief Experience
Officer is the fastest path to
leading changes with a renewed
focus on customer experience.
It’s imperative that there is a mandate
from up high to begin developing and
publishing thought leadership. This is
what gives you the greatest credibility
in your markets.
Creating a customer board of advisors
is helpful to illuminate the critical
external perspective on delivering
great customer experiences.
Training is critical in the delivery of
change as it affects the customer across
all channels. Make sure your people get
the time it takes to get comfortable with
the way things change.
Customer Experience Culture Change Map
The Customer Experience Strategy is a
physical document that gets published
so all people know what it’s trying to
accomplish and how they can support it.
CEO
Sponsorship
chief
experience
officer
Without the CEO’s explicit support of a
shift toward Customer Experience, the
initiative will remain in jeopardy. Show
her support with content on an internal
change blog that gets updated.
Tech works for people, not the other
way around. Simplicity is key to
technology integration. Create a
touchpoint map to see how tech can
best serve your customers and then
your business. One begets the other.
The personality of the organization bleeds
through the phone lines mores than all other
channels combined even though they may not
be the most used or lucrative. Make sure the
CSRs are reflecting the right CX personality.
Company
Core Values
Making deliberate changes to your
organization’s value delivery needs to
happen across all channels in a well-
coordinated fashion. Plan for a bulk
of your change energy to be spent
here. Remember, make sure your
“voice of change” is reflected in
every customer touchpoint.
@stevenkeith