| | October 20208Most executives I met recently recognise customer experience as a primary competitive differentiator and use it as a catalyst for their digital transformation. But they face an uncomfortable truth, recently evidenced by a Bain survey: when asked to rate their quality of CX, 80 percent of the organizations believe they are delivering a superior experience. Then, when we ask their customers, only 8 percent indicate they are receiving a great customer experience.Organizations do not transform. People do.Filling this `delivery gap' and leapfrog CX is not a matter of incremental technology investment and process continuous improvements. First and foremost, it is about building an uncompromising customer-centric culture across the organization.What follows are five key principles for driving customer experience culture uplift and best practise that I have been collecting through years of practise in helping executives and B2C/B2B customers across Europe, Latin America, and Asia to drive customer-centric transformations.1. Leadership EmphasisIf you plan to launch a customer experience transformation, the conversation needs to start in the boardroom and your CEO and top executives need to be onboard. They need to announce that customer-centricity is a priority, create a sense of urgency around it, and walk-the-talk internally and externally.As an example, SingPost's new CEO, Vincent Phang, did not wait one month after his appointment to declare customer experience improvement a top priority in front of the camera of main media outlets after the company has come under fire, notably for a series of service lapses.If the voice of customer is not loud enough in the boardroom, consider hiring or appointing urgently a chief customer officer.2. Enabling your Teams for Customer SuccessBy Pascal Gerard Daniel, COO of Customer Experience and Quality, Nokia Asia Pacific & Japan [Nasdaq Helsinki: NOKIA]FIVE STEPS FOR BUILDING A DIFFERENTIATING CUSTOMER EXPERIENCE CULTUREIN MY OPINION
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