In this engaging discussion, Talar Ozcanian, Director of Customer Experience at CAE and a winner at the 2024 US CX Awards, shares insights on digital transformation in aviation training. She talks about overcoming challenges in enhancing customer-centric training for pilots. The importance of technology integration and customer feedback is spotlighted, along with strategies for fostering a collaborative culture across teams. Talar emphasizes aligning customer experience with business outcomes and the value of the Voice of the Client program in driving satisfaction.
Effective customer experience transformation requires strong leadership support and a unified mission to align company goals with customer needs.
Integrating technology and actively listening to customer feedback can significantly enhance operational efficiency and elevate overall customer service delivery.
Deep dives
Customer Experience Transformation
The need for customer experience (CX) transformation was strongly influenced by the pandemic, which prompted companies to reevaluate how they serve their clients. CAE initiated changes that put customer needs at the forefront while enhancing the efficiency of their training centers. By integrating technology into the process, they were able to simplify booking and check-in procedures, which allowed for more streamlined operations. This customer-centric approach ultimately aimed to train more professionals with improved service delivery, reflecting a commitment to elevating customer experiences.
Aligning Leadership and Strategy
Establishing a clear CX strategy is crucial for effectively driving value within an organization. Collaboration with business leaders helped shape a unified CX mission statement that aligned with CAE's goals. This alignment facilitated modifications to customer feedback surveys, ensuring data collection was relevant and actionable. By actively listening to customer feedback and prioritizing actions based on this data, CAE empowered various departments to enhance the overall customer experience.
Embedding Customer Centricity Culture
Creating a culture of customer centricity involves more than just focusing on customers; it requires internal buy-in from leadership. At CAE, the support of senior executives has been instrumental in fostering this culture through regular communication and recognition of CX efforts. Initiatives like internal newsletters and awards ceremonies celebrate achievements in CX and keep customer focus at the forefront. By embedding customer-centric values into the company's operations and engaging employees in this mission, CAE has successfully nurtured a collaborative environment geared towards continual improvement.
Change is hard. And that’s not the first time we’ve said those words on this podcast. When it involves breaking through entrenched practices within a company, it can be especially difficult - but not impossible. With a little buy-in, some quick wins to demonstrate the possibilities, and some awareness to the importance of customer centricity, you can create a culture that views CX as a game-winning strategy. Host Sara Walker welcomes Talar Ozcanian, director of customer experience business aviation and helicopter aviation training at CAE, an aviation simulation and technology company, and winners of the digital transformation category at the 2024 US CX Awards, to discuss their digital transformation.