Discovering CX Transformation
Based on her PhD in CX and her 25+ years of experience driving CX transformation programs globally, dr. Zanna van der Aa explains the core concepts of Customer Experience transformation, navigating you through the sense and nonsense, sharing do's and don'ts, lessons learnt and successful, inspiring interventions.
She combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work. Always connecting it to her vision of creating more Human Centric organisations by focusing on the three pillars of successful CX transformation: customers, employees and purpose.
Discovering CX Transformation
Stop measuring touchpoints EPS #24
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For timestamps see below.
Stop measuring touchpoints…? Que?
That was the response from several CX colleagues on LinkedIn when I posted the quote that I think we should stop measuring touchpoints and focus on the journey instead.
Of course, in 1 post and 1 picture I can not share too many nuances, so I decided to make a podcast to give some context and also answer some of the specific remarks.
So if you want to know:
- How channels, touchpoints, journeys, life cycles are connected
- What the risks are of measuring touchpoints
- Why you struggle to mobilize your organisation with your touchpoint measurements
- Why you need an integrated approach to finding drivers and not a zoomed-in approach on separate touchpoints
Then I’m sure you will value the perspectives I share in this podcast!
They are not “the truth”, it’s just what I have seen to work and not work in my years of running CX transformation programs.
Enjoy!