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Babul Balakrishnan, AVP Customer Experience Operations, Starhub [Sgx: Cc3]
Two phrases that dominate almost every conversation in big and small companies nowadays: Digital Transformation and Customer Experience. When you are given the mandate to lead either of these programs, it can seem quite daunting, given the size of your company, staff, and then add on the complexity of the products and services you provide to your customer. Both programs, if executed well, will inevitably disrupt or positively impact some of these touchpoints.I am going to focus on the Customer Experience piece, while some may argue—and have—that one should not differentiate both to be two separate entities; I beg to differ. In my experience, having spoken to multiple people specialized in this field, one needs to bring in technology as a facilitation-piece for what you want to achieve—what is the problem you are trying to solve, is it really a problem, who is it a problem for, and what are the bigger goals for you and the organization. Once these points are agreed and aligned, the next piece is technology. . A few weeks ago, I was at a conference and as is usually the trend nowadays, all the presentations, discussions, and debates swiveled around customer experience and putting the customer at the heart of everything. While I do not disagree with that concept, I inherently believe that is there is a bigger piece right under everyone's nose, which if we tackle correctly, can automatically solve the customer piece: your employees!