Transform Customer Experience

Chapter 9Stories from CX experts

Hearing people’s stories is one of the most effective ways to learn, particularly when the story is about life experiences, so I asked our CX experts to share their stories with us in several different areas. This chapter gives their responses to two of these questions:

1. What was the most rewarding CX transformation project you’ve been involved in? What do you believe was the main reason for its success?
2. Have you been involved in a CX project that failed or was not as successful as it could have been? Why did it fail? Looking back on your experience, what would you do differently?

I hope these stories inspire you to reflect on your own experiences of CX, no matter how big or small. While we can reasonably celebrate our successes, our not-so-successful projects are sometimes more cogent sources of guidance.

The successes

Let’s start with the first question: What was the most rewarding CX transformation project you’ve been involved in? What do you believe was the main reason for its success?

Ian Bailey, then Managing Director, Kmart Australia, tells the story of redesigning the company’s stores to make them easier for customers to use. ‘Change is never easy, and developing the new store format for Kmart was one of the pivotal changes we made to the business to improve the experience for customers. We know that customers like familiarity and routine, and making changes to a layout that had been consistent for a very long time was always going ...