All You Need to Know About Building a Customer Experience Centre of Excellence
In principle, the central purpose of a customer experience Centre of Excellence (CoE) is to build best practices and standards that a business can follow to achieve success. A customer experience CoE focuses on the following aspects:
Provide direction and thought leadership
Establish and promote best practices
R&D to offer appropriate recommendations
In addition to key focus areas, a customer experience CoE can add value by performing the following tasks:
Optimize the enterprise by centralizing resources with unique skills and knowledge and streamline their offerings across a wide spectrum of topics
Reduce development, delivery times and maintenance costs by leveraging reusable assets and expanding efficiencies
Improve ROI by identifying and developing reusable assets
Now to build a thriving customer experience center of excellence, it is important to adhere to the following guidelines:
1. Standardization: The primary purpose of a CoE is to develop standards by documenting templates and blueprints. Other efforts in this process include:
General project and resource planning
Performance monitoring and optimization
Technical architecture maintenance
Standardizing format of deliverables and documents
Such best practices include a mix of generally accepted and documented industry standards together with CoE’s own experiences. To be more productive, customer experience CoE members must be in harmony with industry trends, promising thought streams, and recognized practices. CoE members must be self-starters who are keen to learn and improve their skills. All documents delivered by customer experience CoE will grow, decline, and eventually become obsolete and must be replaced, based on changing industry needs.Â
2. Leveraging assets: A customer experience CoE team must identify all usable assets that are present within the organization. Such assets typically include:
Human assets: These are designated teams or individuals with unique skillsets, having broad experience, and displaying qualities that portray the organization.
Code: This comprises actual models, design patterns, program code, algorithms, tools, templates, and utilities developed by the organization.
Such assets whether they are physical or intellectual have to be developed by the customer experience CoE to use in the organization. If such assets are meaningful, they can be introduced to the industry at large to create a revenue through sales or by forming recognition. Â
3. Measuring performance: For the growth and evolution of a customer experience CoE, it must cultivate the ability to track, measure, and report the team’s performance across all segments and particular metrics within the organization. Measuring performance depends on the presence of a recognized baseline against which the performance can be compared. In the beginning, a customer experience CoE must identify baselines for the work being performed. Such baselines can be established through internal administrative experiences and industry-accepted standards.
By measuring performance, a customer experience CoE can set expectations and get answers to some of the key questions such as:
What are our areas of expertise and the risk areas?
How do we demonstrate to our customers that the expectations have been met?
Are our resource or design presumptions fair?
Quantifying success factors lets the team know how it has performed in the past, and how it is performing presently. Determining and preserving a centre of excellence framework is helpful as it lets the team determine a future path and drive efforts towards achieving the goals set.
4. Guidance and governance: To offer useful inputs, a customer experience CoE must know all key projects in which a company is involved. The involvement of a customer experience CoE with organizational work will change based on several factors such as:
The complexity of the planned work
CoE members are often not considered for carrying out project work. A customer experience CoE’s contribution must be focused on the areas of risk mitigation and project acceleration by offering guidance on established practices and reusable elements.
A customer experience CoE must have the ability to guide, suggest, and “govern” the work. The CoE must be considered as an authority that will decide on all major methodology or development decisions.
5. Balance and Subject Matter Experts: To balance the team’s effectiveness, happiness, and utilization, team “competency charts” must be used and maintained by the CoE. To preserve a suitable level of support across all the organization’s work, a CoE must identify SMEs whose help can be taken whenever needed, based on their experience and skills pertinent to project needs.
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