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A Framework for CX Transformation: How to Operationalize CX at Scale

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Summary: To deliver high-quality omnichannel experiences, companies must develop an operational ecosystem that enables crossfunctional collaboration and quick reaction to customers’ needs.


CX transformation is the transformation of an organization’s values, structures, operations, technology, and culture to mature its CX capabilities by creating an environment able to operate with a focus on the customer and deliver high-quality CX at scale.

Many organizations today struggle to achieve CX transformation. In this article, we present a high-level framework to guide organizations to transform and operationalize CX work. This framework outlines 4 key areas within the organization where change must happen. These focus areas are:

We found these focus areas can be transformed by using several approaches to change, based on:

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