As Mironova highlighted, unified tools and capabilities are critical for a CX function with a growth mindset and value to prove. Applying the same principle to the organizational structure is just as beneficial to the cause.
At Transport for Wales, CX and marketing sit within the same directorate and collaborates to drive customer centricity across the organization. According to Foxall, this alignment means employee empowerment has placed CX at the center of corporate culture, elevating results across the board and ensuring a sustainable business strategy where the customer comes first.
“It's about making customer experience part of our culture and that's how we drive the value,” Foxall says. “A big focus of our CX strategy is how we educate, encourage and empower our colleagues to deliver the best in terms of customer experience and decision making. It's not just our frontline colleagues who are dealing with customers day in day out but colleagues in finance, procurement, engineering, product development, to get them to start thinking ‘customer first’,” she adds.
In recent months this approach has facilitated improvements in the operator’s delay repay experience, by reducing the time customers have to wait for a refund if their service is delayed. Next is an internal coms project to unlock the full value of CX.
