The Customer Experience Shift From Centralized To Federated

In the report, The Federated Customer Experience Model, we discuss the direction that mature CX organizations will eventually go in—distributing CX capabilities across the organization.  It’s built on three components: CX Centers of Excellence, Enterprise CX Coordination, and Distributed CX Skills and Mindset.

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Federation is not just a path for customer experience, it’s a common path for successful transformation within large organizations. Here’s why:

  • Changing an organization requires a concerted effort to define the desired end state, and to align the resources and commitment to drive change. This requires a centralized model.
  • Embedding behaviors in an organization requires distributed capabilities and beliefs, which needs to be disbursed and cultivated. This requires a federated model.

The bottom line: Centralized CX success leads to federated sustainability.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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