• July 5, 2018

Build Your Customer Experience Digital Transformation Roadmap

Manon Badel-Naltchayan
EMEA CX Cloud SaaS Senior Marketing Manager at Oracle

You know that a valuable customer experience is key to customer loyalty, but where do you start on your transformation journey? Forward-thinking companies have been found to grow 14% faster than laggards[1], but with every business being so unique, knowing how you can transform may seem like a challenge. Let us give you some tips to build your own tailored roadmap, providing you with a framework to uncover opportunities, and enabling you to deliver your CX vision.

Before you start planning your roadmap, it’s vital to assess your maturity, and review your current digital capabilities, data sources, and gaps in your infrastructure. This will enable you to create an integrated digital platform, capable of delivering experiences your customers will love.


Reviewing your capabilities

A digital platform is essential for a couple of reasons. Firstly, it’s necessary for connecting your systems. Without a platform, applications and data are fragmented, and cannot be seamlessly joined to create compelling experiences.

More broadly however, a platform isn’t just a product, but a way of thinking. Being able to react quickly and adapt to change is essential for transformation, and for that, alignment is needed between people, processes, data and tools.

A successful digital platform comprises of three core components, which we call ‘layers of information’. These include:

  • Systems of innovation

The topmost layer, this refers to customer-facing channels. Systems of innovation should be flexible and capable of integrating new channels as they emerge. As such, they must be built to accommodate change.

  • Systems of differentiation

These are the frontline digital platforms and services that are critical for enabling you to transform. Think technology like the cloud, IoT, and big data analytics. They are data-driven, and are enabled through core analytical capabilities. As a result, they generate—and are informed by—insights, helping companies create competitive differentiation.

  • Systems of record

This is the final layer, and is comprised of everything from product systems and core applications to external systems and data sources. They are primarily data-driven, and so need to be built to last.


These layers of information can be mapped against your core capabilities (elements like channel management, application development and analytics), which you can then break down further into individual attributes. This will provide you with a basic framework that maps your capabilities in relation to product and customer experience, and highlights what will act as the foundation of your transformation.


Creating your digital roadmap

Once you have your framework, it’s now time to develop your transformation roadmap, setting out the specific actions that will enable you to realise your CX vision.

Your roadmap needs to be clear and actionable, providing the next steps you must take to make progress. It should outline the CX architecture needed, as well as provide a progressive plan to evolve—while also remaining flexible enough to adapt new business priorities. Your roadmap also needs to anticipate the introduction of new technologies—for example, 78% of brands say they have already implemented, or are planning to implement, AI and AR by 2020[2].  

When implementing your roadmap, you should remember things won’t go right all the time—and that’s perfectly fine. In fact, in an age where young digital companies have achieved huge growth through a ‘fail fast’ approach, making mistakes and learning from them is a vital step to success. To this end, you should look to test a new customer experience innovation every four weeks or so.

Revitalising your CX may seem daunting, but by carefully considering where you need to improve, breaking the process down into small, actionable chunks, and searching for new opportunities, you’ll quickly discover the path to transform your business.

Having the right tools for the job is key to realising your full potential. Watch a demo of Oracle Smarter CX, and learn how the cloud can help you on your transformation journey.



[1] ‘Product development in the era of IoT: tying the digital thread’, Aberdeen Group, 2017

[2] ‘Can virtual experiences replace reality?’, Oracle, 2016

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