Summary
In this session, you will learn about Verizon’s model for transforming and scaling our CX operations and design practices, and how establishing a set of Experience Principles has played a critical role in elevating and democratizing CX across the organization.
Key Insights
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Aligning organization structure around customer needs is crucial for effective CX transformation.
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Experience principles serve as a guiding framework for design and decision-making within organizations.
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Verizon's design team operates under the marketing group, illustrating the importance of design advocacy within leadership roles.
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Measuring design impact should include customer feedback on experience principles such as honesty and reliability.
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Involving diverse stakeholders early enhances buy-in and relevance of experience principles.
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Effective CX requires a deep understanding of customer pain points and expectations.
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Creating actionable frameworks helps democratize design decision-making across non-design teams.
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Using familiar language in principles boosts adoption and understanding among teams.
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Collaboration across various design levels ensures a comprehensive approach to transformation projects.
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Establishing clear metrics aligned with principles aids in assessing progress and success.
Notable Quotes
"We need to align our structures, processes, and values around the customer."
"Customer experience is about the collection of interactions someone has with the brand."
"The ultimate goal for experience principles was to align business goals with customer needs."
"It was critical to create shared language to help guide decision-making throughout the company."
"Effective principles should reflect the customer's voice and our company's strengths."
"Experience principles helped to operationalize design within the organization."
"Meaningful experiences are useful, simple, and reliable."
"Experience principles can help elevate our design maturity."
"Creating experience principles was a key step in equipping teams for better decision-making."
"The language of our experience principles should resonate with everyone in the organization."
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