How to Successfully Change to a Digital Experience and Create ROI

Imagine that you own a well-known car brand during a global pandemic. No one is coming to the show room to see your dealer's cars, nor are they bringing them in for service. No one is really driving them around, either. What do you do?

For Nissan's Hussein Dajani, General Manager, Digital and CX Transformation, this wasn't hard to imagine since he lived it for the past 18 months. He and his Customer Experience Steering Committee came up with a virtual version of the traditional car-buying and service experience and implemented it in record time. The results? Double-digit growth.

I learned about this story on a CX Network Live event. Fascinated with the story and the success, we invited Dajani to this episode of the podcast to share what he learned with you.

Key Ideas to Improve your Customer Experience

Digital experiences are much more prevalent today than they were even a couple of years ago. The virus accelerated the emphasis on digital transformation of formerly analog experiences for all industries, even one like buying a car. The COVID-19 Pandemic also forced organizations to take more risks than they would have otherwise.

Nissan's Shop@Home program is widely successful, producing double-digit growth at a time when many people weren't even driving their cars much. Dajani shares what he learned during the project and the practical tips he has for other organizations that have a similar journey ahead.

Here are a few key moments in the discussion:

• 03:56 Dajani shares his story about how he ended up at Nissan and what he wanted to change even before the pandemic disrupted business-as-usual.
• 08:22 Dajani talks about how the day he thought he was getting fired was the day the organization called upon him to deliver.
• 11:53 We learn about Shop@Home and what it was designed to do for customers.
• 15:29 Colin asks Dajani if COVID helped get the internal team on board; Dajani's answer might surprise you.
• 17:59 Nissan's plan is to transform the business, not just get through the pandemic, and Dajani explains why.
• 22:47 We learn about some of the ways that Nissan changed the service experience to a virtual one and why it fixed some friction points for the business.
• 29:51 We ask Dajani the practical advice he has for organizations on a similar journey, and he leads with empathy, empathy, empathy.

Artificial intelligence and predictive customer experience can transform customer experience initiatives by identifying and shaping customer intent. As a result, it has the potential for businesses to increase engagement, retention, and long-term customer value. Want to know more? Attend CX Network's Online Live Event on January 25th and 26th, 2022.

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Customer Experience Information & Resources

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on LinkedIn and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

Experience Health Check: You already have an experience, even if you weren't deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more.

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