Digital Transformation

Customer Experience & Digital Transformation lead to Organizational Transformation

CX and DX and their organization are more connected than most think

At Objectif Lune (OL) we regularly talk about Customer Experience (CX) and Digital Transformation (DX). These concepts are closely linked; in order to deliver a great customer experience organizations have to digitally transform themselves. What we don’t often talk about is how all this leads to changes within an organization. Changes can include new technology being introduced, new ways of working, or changes in how an organization is structured. Let’s think about why the structure of an organization is necessary to change in order to drive and sustain superior customer experiences.

Conway’s law and the structure of an organization

When speaking of the structure of an organization it brings to mind the words of Melvin Conway, a computer programmer whose observation came to be known as Conway’s law:

“Any organization that designs a system (defined broadly) will produce a design whose structure is a copy of the organization’s communication structure.”

For our purposes we can take this to mean that the customer experience an organization offers will mirror its internal organizational and communication structure. Therefore, if an organization consists of multiple departmental silos, this will be reflected in how it communicates with its customers and in the fragmented experiences it offers.

How an organization is structured also indicates how new technologies are adopted. Is there a central plan, or does adoption reflect and replicate the existing silos? Introducing new technologies while keeping old structures, does not help with the transformation part of DX.

Therefore, we also need to start talking about organizational transformation. Consider an organization’s structure as its skeleton, already formed and not easily malleable. The question is how can change be successfully introduced?

Introducing and managing change

According to the Digital Clarity Group organizational change is one of the key factors influencing customer experience management. Departmental structures may need to change, job roles may need to be updated and employees may need training in new roles, new technologies or new ways of doing their work. Employees in whatever level of the organizational hierarchy are people, and it is a very human thing to be skeptical or even outright resistant to change.

It’s the human side of any change initiative that is often the most challenging part. That’s why we’ve seen a rise in demand for change management professionals. This rise reflects the importance of communicating and managing change, and how crucial it is to have dedicated people with the right competencies.

But, reality remains that in almost all organizations change only goes so far, because of political factors, financial capabilities and the nature of humans to cling to the way they’ve always done things.

OL can help in your digital transformation efforts

Embarking on a digital transformation journey involves a lot of change for products, processes and roles. This change can be complex and slow. We at OL believe that technology should be a facilitator, that is why we provide easy to use, non-intrusive technology. This means one less thing to worry about during your digital transformation efforts, either your motivation is to improve customer experience or improve efficiency by digitizing paper-based processes.

You could envision wrapping your organization and all its departments into a bubble that allows the organization to offer a singular experience to the customer, regardless of how well the internal organization is capable of true change.

Don’t hesitate to contact us to learn more about OL technology and how we can help you in your digital transformation efforts.

White Paper Digital Transformation by Objectif Lune