In the race to provide the best customer experience (CX), many companies believe they must make a disruptive change. However, when trying to improve your CX, big-budget disruptive projects are not always necessary. Many companies have opted for smaller changes, which collectively can add up to big improvements.

1. August 2017
When CX Should Begin with
Tweaks, Not Disruption
Paul Ignasinski
Senior Director, Customer Experience Strategy and Transformation

2. CX Needs Transformation
It is no secret that
customer experience
(CX) needs
transformation
Most companies favor
disruptive means to
drive organizational
change
In the case of CX,
however, there is an
easier approach to
drive transformation

3. Tweaks Work Well for CX
An incremental and iterative
approach is needed for CX
improvements
Organizations should create a
culture of continually tweaking
the CX
Numerous small tweaks can roll
up to create significant value

4. Look for Opportunities to Tweak
Companies can use a two-step mapping process to identify
low-cost opportunities to improve their CX:
Map the customer’s journey in detail:
Evaluate it to explore what it is today and
discover what it needs to be tomorrow
Map your own capabilities:
Map those opportunities to find which ones you can
grasp quickly depending on your organization’s
existing capabilities

5. Map the Customer Journey
Segment your customer
journey into the micro-steps
that make them up
Look for ways to improve
each step the customer
takes by making things
easier, faster, and pleasant
Identify CX opportunities that
don’t significantly disrupt
your company

6. Map Your Own Capabilities
Identify the key
capabilities that
come naturally to
your organization
Match the opportunities
that you’ve identified to
your capabilities
Implement minor yet
focused CX
improvements to make
a big impact

7. Deliver an Excellent CX
Investing in small tweaks can yield
impressive ROIs
Deal with internal barriers quickly when
implementing a culture of tweaks
Start small but ensure that your tweaks
have the biggest possible impact

8. Copyright © 2017 Tata Consultancy Services Limited
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When CX Should Begin with Tweaks,
Not Disruption