Best of the Podcast: The Process of CX Hiring and Transformation at Volkswagen Group Australia

This year, I’ve had the opportunity to interview a multitude of CX leaders on my podcast, The Chief Customer Officer Human Duct Tape Show. I’m thankful to have interviewed over 40 leaders who are transforming customer experience within their organizations — some are even creating shifts in their respective industry.

As 2017 comes to an end, I’m thanking all of you who have taken the time to listen to my podcast. Many of us are spending these last few days of the year relaxing, so during this time, I’m replaying 3 of my most popular podcast episodes of 2017.

CCOs Must Define and Clarify Customer Experience

In this episode with Jason Bradshaw, the senior leader for customer experience at Volkswagen Group Australia, we talk about his CCO role and its importance to the organization. Additionally, we spend some time talking about the extensive hiring process he went through, which included interviews with every level of leadership he would be working with.

Jason shared that as soon as he became CCO, he had to define and clarify what customer experience meant and how he’d be able to implement it across the organization. As a part of his broader plan to define CX communication strategies and training within the company, Jason outlined specific CX principles to present to other leaders and staff. He had to showcase what the work will look like across the organization, and who else might have their deliverables impacted.

4 Lessons Learned During a CX Transformation

Like all great customer experience leaders, Jason learned a few things during the implementation of this CX process at Volkswagen Group Australia – here are some lessons learned:

1. Contextual communication is extremely important – think about who you’re speaking to and how to frame it. The message you deliver to a CFO is different from a CEO. With each stakeholder, you need to make the work real — and put it in terms and vocabulary they can understand.
   'When it comes to #CX transformation, contextual communication is extremely important - think about who you're speaking to and how to frame it' says @jasonbradsaw Share on X
2. Link it to business growth: How does the business advance as a result of your work? If this link isn’t there, very few will ultimately care.
   'How does the business advance as a result of your CX work? If this ROI isn’t there, very few will ultimately care.' says @jasonbradshaw Share on X
3. Market the value (and hope) of the work: Understand how the work you do every week is benefiting the lives of others — both customers, but also stakeholders and other employees.
   'Understand how the work you do every week is benefiting the lives of others — both customers, but also stakeholders and other employees' says @jasonbradshaw Share on X
4. Your peer group: Too often we forget about peer groups at work as we manage up and down. Don’t do that. Engage your peer group as partners consistently.
   'Too often we forget about peer groups at work as we manage up and down. Don’t do that. Engage your peer group as partners consistently' says @jasonbradshaw Share on X

What have you learned when it comes to CX transformation? How did you prove its importance in your organization?