Digital transformation success is closely linked with creating a culture across the business which is customer-centric and laser focussed on the customer experience (CX).
One way to align the organisation around common goals is to use OKRs, but understanding the current CX culture of a company can be more challenging.
The CX Typology Framework, developed in partnership with ACEDE allows companies to assess the customer-centric profile of individuals, teams and companies. Based on a comprehensive survey of attitudes reflecting real-world experiences, the framework can be used to influence CX strategy.
A CX Typology Framework Case Study.
Banks and financial institutions have had to accelerate their digital customer experience due to changes in the way people can physically move around. The following diagram is from a CX project we worked on with a financial institution in S.E. Asia. It helps to explain the benefits of the approach.
The framework has four general types.
- Customer Star – Who balances the needs of customers with the business.
- Customer Champion – Who may go outside the rulebook to please a customer .
- Team Player – who will always act in the best interests of the company.
- Lone Wolf – a maverick who has self-interest at heart.
High performing teams and companies may require different mixes of these types, but the goal for a customer-centric team or business is to move people towards the Customer Star type.
In the example above, it can be seen that there are differences at a team level and the company level. It can also be seen that the leadership team has a different profile which might be impacting the CX culture of the business.
CX Typology Framework and OKRs
The CX Typology Framework allows the customer-centricity of a company to be qualitatively measured. This can then be used to create OKRs for customer experience and culture change for digital transformation. For example:
- Objective: Become more customer-centric
- Key Result: Reduce ‘Lone Wolf’ score to 10%
- Key Result: Increase ‘Customer Star’ score by 25%
Want to know what your company’s profile looks like, or want to test your own level of customer-centricity? Take our demo survey and start understanding the power of the framework.