- Solution overview
UXnxt: Creating order out of chaos
Genpact's framework for transforming enterprise experience quotient
Attaining success in the experience economy demands that organizations prioritize superior employee and customer experiences. In fact, more than 70% of large-scale digital transformation initiatives fail to take off precisely because companies do not pay enough attention to or empathize with their stakeholders' requirements and experiences. For digital transformation to be successful, all enterprise functions must operate in a connected manner. Experience-led business transformation is a unique approach that pushes for action while allowing stakeholders to maintain their freedom of choice.
Three trends are driving the growing importance of stakeholder experience:
Challenge
The main challenge for business leaders is to turn the abstract information they have on user experience into objective, quantified data – otherwise, any change they make will be guesswork at best. This is a tough ask. Without the right data – in the right format – enterprise business leaders struggle to understand how to:
Business operations teams are packed with experience and knowledge, and they are likely to be best placed to tell the enterprise business leader where things are working – and where they are not. So how can the enterprise business leader, such as the CFO, harness that intelligence to drive innovation and transformation?
Solution
Genpact's proprietary framework, UXnxt, turns intangible, abstract information on stakeholder experiences into measurable categories across stakeholder touchpoints that indicate areas for rapid transformation. This algorithm-driven framework is designed to:
The art and science behind UXnxt
Employee and customer stakeholders are onboarded to voice their unbiased feedback throughout the process. The employee personas are operational, handling on-ground challenges, while the customer personas represent the end-consumers of the process journey, including both internal and external stakeholders. The framework uses a series of stages to assess user experience and recommend transformation measures. It presents a 360-degree view by measuring what matters most at each experience touchpoint for dimensions such as trust and transparency, timely responses with minimal follow-ups, smooth handoffs across up- and downstream processes, and better collaboration and communication.
Empathize: The assessment starts with analyzing sentiments at each persona level across customer journeys. It is executed through direct feedback from several evaluators designed for each persona and journey. UXnxt offers prepopulated metadata of customizable assessment for each customer journey, profile, and persona, covering every aspect of the user experience. The framework then identifies sentiments as frustrating, apathetic, neutral, satisfactory, or inspiring. It also flags outliers for root cause analysis to facilitate more focused conversations. The framework keeps up with technological advancement and incorporates audio-visual techniques of sentiment analysis.
Synthesize: The sentiments and the feedback collected are quantified algorithmically, pushing up or down the experience quotient across multiple dimensions for monitoring and improvement. The results from the assessment are automatically processed and presented rapidly as a digestible visualization. The dashboard view (figure 1) allows leaders to analyze the ecosystem-wide sentiments.
Customize: The now synthesized data is processed through a powerful recommendation engine that highlights key areas for transformation (figure 2) based on the information users have provided. Like the experience assessment, these options are preconstructed and drawn from millions of experience touchpoints to produce the best and most relevant recommendations across business structures, process design, data, and technology that impact the experience.
Each recommendation is targeted at an experience touchpoint to improve some or all dimensions of the user experience. For some outliers, we recommend a detailed diagnostic led by an experience specialist from Rightpoint, a Genpact company and a global customer and employee experience transformation leader. Such an outlier can be when there is a need to overhaul the reporting dashboard or fix user-interface issues in systems.
Prioritize: Once user experience has been assessed and visualized – and transformation areas have been recommended – the final stage of the framework prioritizes actions for the business leaders to take along with the impact of the chosen roadmap. Instead of simply having a list of areas to change, they now know where to go first and exactly what to do (figure 2). This approach allows for a proactive and iterative process, where insights gained from measuring these critical touchpoints can inform strategic decision-making and drive meaningful changes.
Impact
Leading organizations harness enterprise experience to create a moat, brand value, and loyalty. With UXnxt, business leaders like CFOs have access to the data and insights they need to make strategic decisions, keeping people at the center of everything. The biggest advantage is achieved through organizational alignment across cross-disciplinary departments such as data, design, and technology that enable cultural change, driving long-term sustainable benefits.