Article | Last updated: 21 November 2019

Many CIOs and CMOs working today know that Customer Experience (CX) is going to make or break their organisation. But that doesn’t mean they find it easy to implement CX transformation. All too often, CX champions come up against stiff cultural resistance that means true transformation remains elusive. So, what do you do when culture stops CX adoption within your organisation? 

That’s what we set out to answer in our webinar, CIO & CMO: Working Together to Inspire Change & Deliver True Customer Experience Transformation. We were joined by Jannik Devantier from Sitecore and Behdad Banian of Ericsson for an hour of keen insights. Our audience learned how to approach and overcome cultural resistance to CX. Here’s a quick summary of the discussion, but you can also watch the free webinar for yourself here. 


Meet Our Speakers 

To kick things off, our presenter Craig McCartney was pleased to introduce the topic and our esteemed speakers. 

Jannik Devantier is the Head of Value Engineering at Sitecore. By combining business consulting, industry strategy and technology competencies, Jannik heads up Sitecore’s value engineering practice in EMEA. He often works face-to-face with customer and partner stakeholders to build business-value-focussed roadmaps and implementation strategies. 

Our second speaker was Behdad Banian, Chief Marketing Officer at Ericsson. Behdad has extensive experience in marketing within the telecom and IT sectors, and at Ericsson he has used that experience to secure new growth for the company. He has led cultural transformation to nurture an innovative and fast-paced culture. 

Before Jannik took things away, Craig highlighted some interesting findings from our latest survey, Up Close and Personal: The Future of Customer ExperienceWe asked marketing leaders throughout Nordics (and other regions) what technology challenges they faced when it came to CX. Here’s how they voted: 

  • 39% struggled to link CX with ROI 
  • 32% couldn’t adopt CX due to legacy technologies 
  • 30% lacked cultural buy-in among employees 
  • 22% faced problems gaining boardroom buy-in 

Download our free survey report on the Future of Customer Experience to learn more about the challenges facing CX leaders throughout the EU. 

With these statistics, Craig had raised a very salient point that Jannik was quick to point out: buy-in and organisational culture is a barrier to success. Why? 


Failure to Take a Scientific Approach 

For Jannik, CX champions fail to get their organisation to invest in CX because they don’t present a clear business case for doing so. If CX champions like CMOs took a more scientific approach to technology investment, they could define why CX is the best and only option for the future of the company. 

But as things stand, companies don’t take a proactive or scientific approach to investment, and therefore they fail to acquire boardroom buy-in. Jannik argued that this isn’t surprising. If CX isn’t approached scientifically, with CMOs proving why CX would be valuable to the company, they are unlikely to acquire an executive mandate. Citing a previous Sitecore survey, Jannik pointed out that 95% of CMOs are responsible for building the business case for CX, but only 11% have control of budgets. The majority of CMOs must persuade others to invest in CX – the only way to do that is to understand the ROI of CX, and prove it to the board. 


The Boardroom Is the Tip of the Iceberg 

Behdad agreed with Jannik’s scientific approach to gaining boardroom buy-in for CX. But he was keen to signal that the CX fight doesn’t stop there. 

Drawing on insights from when Ericsson rolled out Digital Transformation internally, Behdad illustrated how boardroom buy-in and the best-laid plans of management can quickly lose traction. Ericsson soon realised that although they had got the strategy right, they had failed to acquire cultural buy-in throughout the organisation, too. KPIs for successful transformation weren’t being met, and the reason for that was that they hadn’t consulted the workforce who would enact the strategy. 

Behdad highlighted that the key to real transformation success lies in answering the question “What does this mean for people within my organisation?” On a personal level, Ericsson needed to know how its transformation would impact employees. Once it did, Ericsson removed resistance to transformation and moved forward with its strategy. 


Discover More – Download the Full Webinar 

This is just a taster of what our speakers discussed during the hour-long webinar. For the full experience, you can download the webinar free from our website. 

You’ll learn: 

  • Convincing the C-Suite: The measures of success you need to gain buy-in and how to speak the language of the boardroom, including quick wins and long-term ROI 
  • The Objective Case: How to pull together the ultimate business case for CX investment to help you reach beyond the CMO 
  • Science Shouts Loudest: Discover how a scientific approach will ensure your CX strategy is heard 
  • The Dos & Don’ts, the Wins & Losses: Real business case learnings on CX transformation from a CMO at one of Sweden’s largest telecommunication providers 
  • Transforming CX at Your Company: Attendees also asked their own CX and organisational culture questions live 

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