Nielsen Norman Group – Operationalizing CX: Organizational Strategies for Delivering Superior Omnichannel Experiences
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In today’s fast and interconnected world, consumers expect smooth, unfragmented interactions with companies across a variety of channels and products. The demand for high-quality customer journeys has created operational challenges for organizations. Broad-scope user experience, commonly referred to as customer experience (CX), goes beyond traditional, interaction-level user experience and seeks to design good, cohesive, and connected customer journeys, but this discipline cannot simply be stacked upon a company’s existing infrastructure, strategy, and internal practices.
For CX work to thrive at scale, beyond one-off initiatives, companies must develop a supporting operational ecosystem that allows for quick reaction to customer needs. Creating this ecosystem requires organizations to transform their internal operations to resolve challenges that legacy business practices impose on CX-related business goals.
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