2021 Pandemic Personas – Download your CX toolkit now

Scaling the CX function and building capability

Behind every great service is a great organisation – Part 4.

In Part 4 of this six-part series, we investigate the third fundamental of our Design-led approach – Scaling the CX function.

Businesses need a group of motivated people capable of evolving the experience, enablers and culture. Establishing a new customer experience or service design function within a business requires a level of support, integration, engagement and tools that organisations may not be familiar with. In our experience, this requires C-Suite backing and a dedicated team with the right blend of skills and design-thinking.

These teams are no longer in place just to complete service development cycles, or to give implementation of the customer experience a seal of approval. Their role is integral to inspiring and supporting the organisation to invest in services and deliver them well.

The associated challenges that businesses face:

  • Finding ways to improve performance when traditional methods are exhausted.
  • Doing more with less and managing the realities of what this means for a diverse set of stakeholders.
  • Building internal capabilities and doing more in-house.
  • Releasing and harnessing the creativity that exists within the business.
  • Understanding the skills required to drive the change and recruiting people with the right attitude and capability.


The activities and assets that help you succeed:

  • Running customer experience training to engage teams in the design process and tools used.
  • Developing training resources and toolkits on paper and online to equip teams.
  • Supporting the integration and reach of CX teams and helping them engage others in their role in the customer experience.
  • Engaging stakeholders in co-developing the change plans, roles and responsibilities to realise delivery.
  • Creating the right structure and governance to support and empower CX teams to get traction and make change happen.
Next week, in Part 5 of 6, we’ll investigate the fourth fundamental – Shaping the company culture – or you can sign up below and download the full story now.

More Engine work



Developing a new service benchmark for aftersales servicing

Read more

Dubai Airports

Piloting a new approach to customer service and information delivery

Read more



Redesigning the workforce experience

Watch the third in our series of ‘Leading out of Lockdown’ webinars on what employers need to start, stop and do more to create and maintain a high performing workforce.

Read more

How voice-enabled services are offering a brighter future for healthcare

The use of voice-enabled technology in healthcare is not limited to making it easier for doctors to dictate patient notes. From providing patients with information on their conditions and access to services to detecting and treating various ailments, voice-recognition software offers many possibilities.

Read more