Golden rules for digital CX transformation

Ahead of his session at CXN Live: Digital CX 2021, Iain Langridge, product and customer experience (CX) leader at Amazon Games speaks to CX about digital customer experience and digital transformation.

This article contains:
    1. What is digital CX?
    2. Interview snippets with Iain Langridge to answer questions:
            a. Biggest CX achievement till date
            b. Golden rule to CX digital transformation
            c. 2022 trends for digital CX
            d. How to prepare for 2022 digital CX trends

What is digital CX?

When digital technology comes into play in all business areas resulting in several changes as to how a business operates and thus provides an elevated products experience to the customer, or employees with the help of technology.

Globally companies can increase the efficiency through customer experience. The digital CX transformation constitutes the technical advancement in the way company operates, all while imbibing values and culture of organization. This indeed helps in creating an environment to be able to make and deliver quality products and services to the customers.

CX Network: What has been your biggest CX achievement to date?

Iain Langridge: Building the CX platform for Samsung in North America. Starting from a white sheet of paper, in under a year and a half my team designed a platform called Samsung+ and scaled it to serve 16MM Samsung owners every month. Samsung+ worked across the entire post-sales customer journey and became a great framework for partnering on engagement, retention and community with marketing, channel partners and customer support teams.

CX: What is your golden rule when to comes to CX digital transformation?

IL: Culture eats strategy for lunch. Focusing on the company culture of caring about the customer yields better results than any number of planned and organized CX projects. It works because you are leveraging the power of many people in the company to deliver impactful outcomes across customers’ journeys. So long as you have got the company measuring and caring about customer engagement and retention, then you are winning the war regardless of individual battles.

Also read: How Amazon closed the loop with millions of customers

CX: What trends do you think will emerge for digital CX in 2022?

IL: Automation to support employees serving customers. Automation has traditionally focused on the customer, but the complexity of automated experiences and controllability of the employee environment means that the employee/agent is a more effective place to focus automation to have an impact. You can augment employees with automated tools and processes and dramatically improve customer outcomes and speed to resolution.

CX: What can CX practitioners do to prepare for this trend?

IL: CX is a new and multi-dimensional function, so you have to hire with diversity of thinking and skills. It reminds me of the product management function 10 years ago and the sheer breadth and depth of skills needed to lead a company in CX are still being well and widely understood.

Until you have professionals who have grown up in CX from day one, you have to ensure that you have a broad set of skills and original thinking on the team and that can only come from diverse hiring and skills.

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