The synergy of CX Management and Change Management in the age of digital transformation

When organizations take a holistic approach, integrating CX Management and Change Management, they can create not only technically robust but also sustainable (long term) digital transformation initiatives. The key is to involve stakeholders throughout the transformation journey and engage them in the process. People are not inherently averse to change; rather, they fear the unknown.

Real-world example
A real-world example that beautifully illustrates the convergence of CX Management and Change Management took place during a project we executed for a major Belgian client in the health and social industry. The project's scope was the digitalization of a planning and time-tracking application used by over 10,000 employees.

During the project's discovery phase, co-creation sessions were organized to iterate on possible solutions. These sessions were essential due to the varying levels of digital literacy among the employee population. A side effect of the sessions was that employees who participated in the co-creation process became more engaged and positive about the targeted solution and brought this feeling back to their own teams.

For our team, this was an expected outcome, as we knew that co-creation and iteration were not only vital for designing a user-friendly solution but also for garnering support and buy-in from the target audience. However, what we did not see before was the response from the Change Management team.

Transformation
They observed the transformation in employee sentiment and recognized the value of the collaborative approach. As a result, they requested more co-creation sessions than originally planned to further engage and create a broad base of support for the project.

Our standard design thinking techniques, which included co-creation and iteration, turned out to be a significant asset for the Change Management team. These techniques not only helped in designing a user-friendly solution but also in nurturing advocates and evangelists who could promote the project during and after the system's rollout.

Win-win scenario
This experience demonstrated a clear win-win scenario, where the alignment of Customer Experience and Change Management principles created both a technically outstanding and a sustainable solution. It showcased how involving employees and customers in the transformation journey, and leveraging their insights, can lead to greater success in the digital era.

Powerful strategy
In conclusion, the interplay between CX Management and Change Management is a powerful strategy in the context of digital transformation. By fostering collaboration, engaging stakeholders, and creating a positive experience, organizations can ensure that their digital initiatives are not only technically robust but also sustainable and embraced by both employees and customers. This convergence is the key to unlocking the true potential of digital transformation.

Bart Haedens is Business Director Customer Experience & Web Development at Ordina.