10101010101010 Follow the ROI new data-derived needs. For instance, Creating and upgrading customer experiences opportunities for cross-selling proliferate 0101010101010 01010101010101 takes a substantial investment in time, money, when customers are shown products talent, and other organizational resources. synergistic to ones they’ve just purchased. 0101010101010 01010101010101 Consequently, many companies struggle to Of course, that sales data must be visible to build their CX business cases, leaving them R&D and marketing. inadequately funded, or on the budget’s cutting room floor. Once the company has established the CX ROI, it needs to bake it into the design process. For Again, finding the ROI begins with data. By example, an IoT coffee maker designed to track sharing customer data across business units customers’ coffee consumption and let them and functions—from sales to service to know when they need to reorder coffee pods marketing—organizations can see the value must calibrate the potential extra pods sold of CX investment, whether it’s attracting new against the cost of adding IoT technology to customers, increasing customer retention the coffee maker. That calculation could lead to times, or increasing sales for innovative more optimal replenishment options, such as products or services developed to meet working with a third-party provider. Your Customers Aren’t Waiting for You Customers are picking up their mobile phones to find and purchase goods and services. They’re talking to Alexa. Customer behaviors are changing, and in some sectors, they’re changing very quickly. All that businesses can be sure of is that their customers’ preferences will change. Successful companies are moving aggressively to digitize their business processes and operations to change along with their customers, rapidly. The most successful organizations begin by focusing on where their customers are moving, what they want, and how they want it. They begin their digital transformations with the customer experience. They use customer data to inform decisions and commit to a design thinking approach to create new experiences built on flexible, modern platforms. They use evidence-based business cases to justify investment. And they test new ideas through rapid iteration to make alterations and validate assumptions. This is a never-ending process. Leading companies understand this. Customers never stay still. And neither should the experiences that companies provide them. 12